Getting new customers costs 5-7 times more than keeping old ones. But most water damage companies forget about past clients once the job is done. That's a huge mistake when you could be generating water damage leads from your existing customer base.
Here's the thing: your past clients are your best source of restoration leads. They already trust you. They know your work quality. Plus, they'll need other emergency services down the road.
This guide shows you how to stay connected with past clients through smart email marketing. You'll learn to turn one-time customers into repeat clients who refer their friends—creating exclusive leads that cost much less than pay-per-call leads.
What you'll discover:
Why email follow-up boosts your profits by 25-95%
How to create year-round content that improves lead generation
Simple CRM software tools that automate everything for you
Real home services marketing strategies that generate more calls and referrals
How this approach reduces your overall lead cost while increasing job value
Why Email Follow-Up Makes You More Money
Common Water Damage Lead Generation Problems
How to Build Your Water Damage Marketing Strategy
Creating Year-Round Content for Restoration Leads
Writing Emails That Generate Water Damage Calls
Choosing the Right CRM Software and Tools
Tracking Your Lead Generation Success
Using Emails to Boost SEO for Contractors
Your Step-by-Step Water Restoration Marketing Plan
Most restoration companies spend all their money chasing new customers through expensive pay-per-call leads or Google ads for water damage contractors. They ignore the goldmine sitting in their client files.
While nurturing past clients is crucial, you also need a steady flow of new prospects. Build a comprehensive lead generation foundation with how to get water damage leads in 2025: the ultimate guide to create the initial customer base that your email nurturing strategy can then maximize.
Research shows companies that focus on keeping customers are 60% more profitable. Even a small 5% boost in customer retention increases profits by 25-95%.
Once you've optimized customer retention and are generating consistent repeat business, you'll need to scale operations to handle increased demand. Learn how to add a second crew and double your revenue from water damage leads to capitalize on your improved customer lifetime value.
Your past water damage clients represent huge value for growing your restoration business. They already know and trust your work. When they need emergency services again, you want them calling you first—not searching online for water damage leads.
The real benefit: Email nurturing creates steady income and improves your conversion rate. Instead of always hunting for new water damage leads, you get repeat business from people who already love working with you.
Think about it this way. Every past client represents multiple future opportunities:
Annual water mitigation and maintenance services
New water damage emergencies that require water restoration
Other restoration needs in their home or business
Referrals to friends and family (creating exclusive leads at zero cost)
Without follow-up emails, these opportunities go to your competitors who show up first in Google Business listings.
Most restoration businesses struggle with the same customer retention issues that hurt their long-term lead generation:
Water damage doesn't happen often. Between emergencies, clients might need other services. Without regular contact, they forget your company exists. When problems arise, they just search Google and pick whoever shows up first.
Many companies send an invoice and disappear. They don't have a plan for ongoing communication. No follow-up calls. No helpful tips. No seasonal reminders.
Result? Clients feel abandoned after the emergency ends.
After a stressful water damage event, clients hate aggressive sales pitches. If your follow-up feels pushy or opportunistic, it damages trust instead of building it.
The key is providing genuine value, not just trying to sell more services.
Beyond emergency repairs, many companies can't demonstrate how they help long-term. Clients don't see the point of staying connected.
Smart companies position themselves as trusted advisors. They share prevention tips, maintenance reminders, and educational content that helps homeowners protect their property.
Creating an effective email program requires planning. Here's your foundation for generating high-quality restoration leads:
Don't send the same generic email to everyone. Create specific groups based on:
Type of water damage (flooding, pipe burst, roof leak, water mitigation needs)
When you served them (recent vs. older clients)
Property type (home vs. business)
Location (different neighborhoods have different risks)
For example: Clients who had basement flooding get different prevention tips than those with burst pipes. This targeted approach improves your conversion rate and helps you understand which types of water damage leads are most valuable.
Address subscribers by their first name and reference their past service history when relevant. According to All Contractor Marketing, personalization makes emails feel more relevant and less like mass marketing. Studies cited by ServiceTitan show that 80% of customers expect personalized communication from businesses they've worked with.
Your main goal is building relationships and trust. Share genuinely useful information like:
Seasonal maintenance checklists
Tips to prevent future water damage
Early warning signs of problems
What to do in minor emergencies
Azarian Growth Agency emphasizes that promotional content should be secondary and strategically placed. Save promotional content for occasional soft mentions after you've provided real value.
Send emails regularly (monthly works well) to stay top-of-mind. But don't overdo it. Too many emails annoy people and cause unsubscribes.
Consistency matters more than frequency. Pick a schedule and stick to it, according to Comrade Web.
Use email software or CRM software features to automatically send messages based on triggers like:
Anniversary of their service
Seasonal changes
Local weather alerts
Time since last contact
Automation ensures timely delivery without manual work every month, and helps with call tracking when leads do come in.
A smart content calendar keeps you relevant all year long and helps you get more water damage leads. Here's how to organize your emails:
Spring:
Sump pump maintenance before rain season
Gutter cleaning to prevent foundation water damage
Checking for winter damage and leaks
Preparing for spring storms and potential water restoration needs
Summer:
Appliance hose inspections (washer, dishwasher)
Vacation preparation (water shut-offs, leak detection)
AC condensation management
Water conservation tips that prevent emergency services calls
Fall:
Winterizing outdoor pipes and faucets
Insulating exposed plumbing to prevent water damage
Clearing leaves from drains
Roof and siding checks before winter weather
Winter:
Preventing frozen pipes (a major source of water damage leads)
What to do if pipes freeze
Watching for ice dams
Holiday plumbing prep for emergency services
Mix seasonal tips with broader educational emails that position you as the expert when people need water restoration:
"5 Hidden Signs of Water Damage Most Homeowners Miss"
"How Small Leaks Turn into Expensive Water Restoration Jobs"
"The Real Cost of Ignoring Plumbing Maintenance"
"DIY Fixes vs. When to Call for Emergency Services"
"Understanding the Difference Between Water Mitigation and Full Restoration"
Include occasional promotions that reward loyalty and generate high-quality restoration leads:
"Past Client Special: 15% Off Your Next Water Damage Service"
"Free Home Plumbing Inspection for Our Valued Clients"
"Seasonal Tune-Up: Water Heater Maintenance Special"
"Refer a Friend and Earn Service Credit" (this creates exclusive leads at zero cost)
Share news that reinforces your credibility:
New team member introductions
Customer success stories (with permission)
Industry certifications and awards
Community involvement activities
Politely request reviews to boost your online reputation. According to ServiceTitan, asking for reviews can significantly improve your online visibility while re-engaging past clients.
Great email content follows proven patterns that improve your lead generation:
The subject line is crucial for getting your email opened. Scorpion recommends keeping it concise (under 40-50 characters), intriguing, and clearly indicating the value within. Examples:
"Protect Your Home: Fall Water Damage Prevention Checklist"
"[Client Name], Is Your Sump Pump Ready?"
"5 Warning Signs You Might Be Missing"
"Winter Alert: Prevent Costly Pipe Damage"
Most people read emails on phones. Use:
Clear, readable fonts
Single-column layouts
Easy-to-tap buttons
Images that load quickly
Every email should tell readers what to do next. Azarian Growth Agency recommends clear calls-to-action like:
"Schedule Your Free Water Damage Inspection"
"Download Our Prevention Guide"
"Claim Your Loyalty Discount"
"Call Now for Emergency Services"
"Learn About Our Water Restoration Process"
Make buttons stand out visually and use action words.
Include high-quality images that support your message and build trust:
Before/after photos of your water restoration work
Infographics explaining water damage prevention tips
Seasonal photos matching your content
Team photos to build personal connection and trust in your emergency services
Try different approaches and track what works for your water damage marketing:
A/B test subject lines
Experiment with send times for emergency services reminders
Test different email lengths
Try various offers and calls-to-action to improve conversion rate
The right software makes email marketing much easier and helps with call tracking:
If you already use restoration software, check its email features. FieldEdge is designed for field service businesses and allows for customer segmentation, targeted email campaigns, and automation. Many CRM software options include basic email marketing:
ServiceTitan
Jobber
Housecall Pro
FieldEdge
These integrate with your customer data automatically.
If your CRM software lacks email features, consider:
Audienceful: Built specifically for home services marketing. Offers easy automation, customer segmentation, and mobile-optimized templates.
Constant Contact: User-friendly with industry-specific templates and AI writing help. Provides performance benchmarks for comparison.
Mailchimp: Popular choice with comprehensive automation and detailed reporting, according to Inside Advisor Pro.
ActiveCampaign: Advanced automation and personalization features for complex email sequences.
Choose based on your technical comfort level, budget, and need for call tracking features. Most platforms offer free trials.
Monitor these key numbers to measure your email program's effectiveness at generating water damage leads:
Open Rate: Percentage who opened your email. According to Constant Contact, home services marketing averages around 32-39%.
Click Rate: Percentage who clicked links in your email. GetResponse reports that home services should aim for 1.3-1.6% or higher.
Bounce Rate: Emails that couldn't be delivered. Keep under 5%.
Unsubscribe Rate: People who opted out. Target less than 0.5%.
Track the real business results from your water damage marketing:
Repeat Business Rate: How many past clients return for more water restoration services?
Customer Lifetime Value: Are clients worth more over time? What's the average job value?
Referral Rate: Do email subscribers refer more people? (These are exclusive leads at zero cost)
Lead Cost Comparison: How does email marketing compare to pay-per-call leads?
Return on Investment: Revenue generated vs. email marketing costs
Check your numbers monthly to optimize your water damage lead generation:
Review open and click rates
Identify your best-performing emails
Note any concerning trends (high unsubscribes, low engagement)
Track repeat business and restoration leads from email subscribers
Compare lead cost against other sources like pay-per-call leads
Adjust your strategy based on results
While email marketing generates leads, converting those calls into booked jobs requires proven phone skills. Master how to book more water damage jobs with 5 proven phone scripts to ensure every lead generated through your email campaigns becomes a paying customer.
Your email content can improve your website's Google rankings and help you get listed on Google for restoration services:
Expand your email content into detailed blog articles, as recommended by Uptick Creative. Regular posting of helpful content keeps your website fresh for SEO while positioning your company as an industry authority:
"Complete Guide to Preventing Basement Water Damage"
"10 Signs of Hidden Water Damage in Your Home"
"Seasonal Water Damage Prevention Tips"
"Emergency Response: First 24 Hours After Water Damage"
"Water Mitigation vs. Full Water Restoration: What's the Difference?"
Marketkeep recommends targeting keywords related to both emergency and preventative water damage services. Include keywords people search for:
Emergency keywords:
"emergency water damage restoration [your city]"
"24/7 flood cleanup near me"
"burst pipe repair [neighborhood]"
"water extraction services [your town]"
Prevention keywords:
"prevent basement flooding [city]"
"avoid frozen pipes"
"water damage prevention tips"
"signs of hidden water leak"
"water damage SEO"
Turn valuable email content into lead magnets:
"Ultimate Water Damage Prevention Checklist"
"Seasonal Home Maintenance Guide"
"Emergency Response Plan for Homeowners"
People provide email addresses to download these guides, growing your email list.
Follow this roadmap to launch your email program and start generating more restoration leads:
Pull together past water damage client contact info
Clean up your email list (remove bad addresses)
Group clients by service type and date (water mitigation vs. full restoration)
Check legal requirements (privacy policies, opt-in compliance)
Set up call tracking numbers if needed
Evaluate your current CRM's email features
If needed, sign up for a dedicated email platform
Set up integration between systems
Create your account and basic settings for lead tracking
Map out 6 months of email topics
Align content with seasonal needs in your service area
Mix educational, promotional, and engagement content
Write your first 3-4 emails focusing on emergency services and prevention
Create branded email templates
Ensure mobile-friendly design
Set up tracking and analytics
Send test emails to yourself and team
Start with a small test group if possible
Send your first email to all past water damage clients
Monitor open rates and engagement
Track any immediate calls or leads generated
Make adjustments based on early results
A/B test subject lines and content
Track business results (repeat clients, referrals, job value)
Compare lead cost to other sources like pay-per-call leads
Expand successful content into blog posts for SEO for contractors
Build referral partnerships with other home services
Continuously improve based on performance data and conversion rates
Beyond generating more calls, focus on maximizing revenue from existing customers and projects. Discover how to grow revenue without getting more water damage leads to optimize profitability from your current client relationships while building your email nurturing system.
Email nurturing transforms one-time water damage clients into long-term customers and referral sources. The companies that master this strategy build more stable, profitable businesses while reducing their dependence on expensive pay-per-call leads.
The key is providing genuine value while staying consistently top-of-mind. When past clients need emergency services again, you want to be their automatic first choice. This creates exclusive leads that convert at higher rates than generic water damage leads.
Start simple. Pick an email platform or use your existing CRM software. Create a basic content calendar. Send monthly helpful tips to past clients. Track your results and improve over time.
Your past clients represent your biggest growth opportunity. Don't let competitors capture restoration business that should be yours.
Need help getting started? Many restoration companies work with digital marketing specialists to set up and manage their email programs. This ensures professional execution while freeing up your time to focus on running jobs and serving customers. The right approach can help you get more water damage leads, improve your conversion rate, and reduce your overall lead cost compared to other sources.
With ResultCalls, you get exclusive pay per call water damage leads. Sign up for free today!
Hello everyone! My name is Alex and I write these blogs to help educate small business owners on different ways to grow their business. My goal is to make lead generation as easy as possible for you. After reading these blogs, I hope you leave with some actionable steps that will get you closer to growing your business :)
