Email marketing might not be the first thing that comes to mind when growing a flooring business, but it should be.

Why? Because it delivers one of the highest returns on investment in marketing. For every dollar spent on email campaigns, businesses see an average return of $42.

Instead, many flooring companies rely on word-of-mouth, flyers and maybe some SEO. While those tactics surely work, they miss a huge opportunity for repeat business, referrals and customer engagement that email marketing provides.

In short: if your flooring business isn’t using email, you’re leaving money on the table. This guide will show you how to make email marketing a powerful tool for consistent growth and increased customer lifetime value.

Let’s dive in!

1. Build a High-Quality Email List

The success of your email marketing depends on having a strong, engaged list. But not just any list. You need real customers who want to hear from you because you’ve delivered value in every interaction.

How to grow your email list:

• Add a “Get a Free Flooring Estimate” form to your website where visitors can sign up.

• Offer something valuable in exchange for an email, such as a flooring care guide or an exclusive discount.

• Collect emails in person. If you have a showroom or offer in-home estimates, ask customers if they’d like helpful flooring tips and promotions.

• Use social media to attract subscribers. A giveaway or contest can encourage people to sign up. Collaborate with other service businesses to attract more attention.

Pro Tip: Buying an email list may seem like a shortcut, but it’s ineffective and can damage your reputation. Focus on growing a list of interested, engaged customers.

2. Send Emails People (Actually) Want to Read

Nobody enjoys spam or lifeless promotional emails. The key to success is crafting messages that provide value. Think about common customer concerns related to flooring, then create content that answers their questions. Brainstorm these topics with your team and then list 50 potential emails you could send.

Types of emails flooring companies should send:

• Promotional emails with seasonal discounts, bundle deals or irresstible offers.

• Educational content featuring flooring maintenance tips, design trends, and how-to guides.

• Customer stories and testimonials showcasing before-and-after projects.

• Follow-up messages thanking customers after a job and asking for reviews.

• Referral incentives that reward customers for bringing in new business.

Pro Tip: Personalization makes a huge difference. Emails that include the recipient’s name in the subject line tend to have higher open rates. Meanwhile, segmenting your lists based on behavior(s) will ensure messages are relevant.

3. Automate Follow-Ups to Stay Top-of-Mind

One common mistake flooring businesses make is failing to follow up with leads. Most people don’t commit to a flooring project right away. They research, compare prices, and take time to decide. Email automation keeps your business in front of them until they’re ready.

How to automate follow-ups:

• A welcome email series that introduces your services, shares success stories, and offers a special discount.

• Quote follow-ups that check in with potential customers who requested an estimate but haven’t booked.

• Post-service emails asking customers if they’re satisfied and encouraging them to leave a review.

• Win-back emails that reach out to past customers with exclusive offers.

Pro Tip: Businesses that use automated emails see significantly more revenue than those that don’t. Consistent, well-timed follow-ups can turn undecided prospects into paying customers. Remember: sometimes it takes up to 20 touchpoints for a customer to finally book a service.

4. Write Subject Lines That Get Opened

If your email doesn’t get opened, it doesn’t matter how great the content is. Subject lines are the first thing people see, so they need to grab attention. Keep in mind your prospects are busy managing careers and families. Always ask: what’s in it for them? when crafting your subject line to focus on what they care about.

Tips for writing effective subject lines:

• Keep it short and clear. Six to ten words work best.

• Create urgency with time-sensitive language. “Last Chance: 10% Off Flooring Ends Today!”

• Ask a question. “Thinking About New Floors? Here’s What You Need to Know”

• Personalize it. “John, Here’s a Special Flooring Offer Just for You”

• Use curiosity. “The #1 Flooring Mistake Homeowners Make”

Pro Tip: Personalized subject lines increase open rates, making them a simple yet powerful tool for improving email performance. Test subject lines and repurpose ones that perform above average.

5. Optimize for Mobile

Most people check emails on their phones, so if your emails don’t look good on mobile devices, you risk losing customers and losing valuable contacts.

How to make emails mobile-friendly:

• Use short paragraphs that are easy to scan.

• Stick to a single-column layout for a clean, readable design.

• Make buttons large enough to tap easily.

• Include high-quality images that showcase your flooring work without slowing down load times.

Pro Tip: Before sending, always test your email on a mobile device to ensure it looks polished and professional. Have your team check on multiple devices, including tablets and phones.

6. Track Performance and Improve

Email marketing isn’t something you set up once and forget. Tracking key metrics helps you refine your strategy and get better results over time. Like anything else, consistency is the great separator between average and stellar results.

Important email metrics to monitor:

• Open rate, which shows how many recipients opened your email. A good benchmark is 20 to 30 percent.

• Click-through rate, which measures how many people clicked a link inside your email.

• Conversion rate, which tracks how many recipients took action, such as requesting a quote or booking a service.

• Unsubscribe rate, which can signal if your emails need to be more relevant or engaging.

Pro Tip: Platforms like Mailchimp, Constant Contact and ActiveCampaign make it easy to monitor these metrics and adjust your strategy for better results.

Grow Flooring Business with Slamdot

Email marketing isn’t just a nice extra, it’s a must-have if you want to grow your flooring business. It keeps your brand in front of customers, turns leads into clients and encourages repeat business.

But managing email campaigns takes time and you have a business to run. That’s where Slamdot’s expert team of marketers comes in.

We specialize in turnkey digital marketing for home service businesses, including flooring companies. We handle everything—email marketing, automation, list building, and more—so you can focus on your customers.

Want to discuss how we can help you grow? Contact us today!

See More Helpful Tips