Marketing: Let's Talk Emails with Emily Lindley

Emails to our existing and past clients have been a surprising source of work for us this spring at Grunder Landscaping. This low-effort outreach is working better than we expected it to, and in this episode Emily Lindley shares what we're sending emails on and what we're doing to make them work for us.

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00:00 - Start

00:35 - The Importance of Email Marketing

01:18 - The Challenges and Strategies of Email Marketing

03:57 - Marketing Pro: How to Implement

05:26 - Evaluating Email Marketing Success

08:08 - Effective Email Campaigns and Tactics

12:28 - Specific Email Content Examples

19:04 - Conclusion and Upcoming Grow 2026

Show Notes

1. Prioritize Value Over Frequency

• Discontinued monthly newsletters that were company-focused rather than client-focused
• Switched to strategic, seasonal emails that solve specific client problems
• Quality content beats consistent publishing when it lacks relevance

2. Strategic Email Selection Based on Business Needs

• Low-cost upsells work best for email: Mosquito fogging, aeration, overseeding
• Seasonal timing is crucial: Send drainage solutions emails after heavy rains
• Capacity-driven campaigns: Only promote services you can actually deliver

3. Measurement Strategy

• Open rates: Standard metric but don't panic if low with smaller lists
• Click rates: Must have clear, actionable calls-to-action to measure effectively
• Unsubscribe rates: Expect initial spike when resuming email contact, then should normalize
• Revenue attribution: Track clients who reference emails in sales conversations

4. Technical Implementation Best Practices

• Use integrated CRM platforms: Aspire's Marketing Pro keeps client lists updated automatically
• Standardize templates: Build brand recognition and reduce production time
• Cost-effectiveness: Email marketing has lower variable costs than direct mail

5. Content Strategy Framework

• Small upsells: Services that are easy to quote and quick to implement
• Timely suggestions: Address immediate problems clients are experiencing
• Visual storytelling: Use before/after photos for complex projects like patios and outdoor living
• Problem-solution focus: Help clients understand you can solve issues they might not associate with landscaping

6. ROI Considerations

• Email marketing works better for lower-margin services than expensive direct mail
• Allow time for campaigns to prove effectiveness before abandoning
• Focus on services that match current capacity and seasonal demand
• Success often shows up in client conversations rather than direct click-through metrics

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The Grow Show podcast is sponsored by STIHL and brought to you by The Grow Group - a leading coaching and education firm for landscape professionals. Your host is Marty Grunder, president and CEO of The Grow Group and Grunder Landscaping Co., one of the most successful design-build operations of its kind in the Midwest. The Grow Show shares ideas, tips, tactics, and insights that will help you grow your landscaping business.

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