8 Email Campaigns Every Cleaning Company Should Have (Part 2)

Email Campaigns

Last time, we talked about the first four email campaigns that every cleaning company should have in their marketing arsenal: Prospecting, Nurture Emails, Cancellation Emails, and Reactivation Campaigns. This time, we’ll cover the remaining four.

But, before continuing, remember you can now download our full guide on Email Campaigns, featuring the 8 email campaigns we have covered in this series. Just like before, these email campaigns are designed to help you acquire and retain customers. So without further ado, let’s get started!

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Review Emails

A good review in the commercial cleaning market is the equivalent of word of mouth in the internet era. It’s the opinion of someone who received the service and depicts how they felt about it but most importantly, whether their customer satisfaction. 

A whopping 91% of customers trust online reviews as much as personal recommendations. An even more impressive 93% of customers read online reviews before purchasing decisions. 

Reviews also work both ways for your cleaning company. While a good review can attract more customers and a bad review may reject others. the person who leaves the review can also feel an attachment towards your company when leaving a review, so it’s important to acknowledge their part AFTER leaving it. 

When asking customers for a review via email, it’s important to think from their perspective. They’ve already had their workplace cleaned, so they already got what they wanted. So they may need a little encouragement to take the time to leave feedback. Think like a consumer yourself and consider what would make you more likely to submit a review.

Here are some simple guidelines to follow to make your review request emails as successful as possible:

  • Keep it brief

Your customers are short on time, so cut to the chase, fast!

  • Be polite

A simple ‘please’ goes a long way. Remember this is basically a favor they are doing for you. 

  • Reinforce your brand and your services

Make your review request instantly recognizable by sticking to your brand guidelines and mentioning your cleaning services. 

  • Make it easy

The process to leave a review should be as short as clicking somewhere and writing that review. Don’t expect the customer to jump through too many hoops to help you. 

For example: 


Another example:

Subject: Please let us know how we’re doing!

Hi {{contact.first_name}},

{your company} really appreciates your business! To continue to provide you with exceptional cleaning and disinfection services, would you mind taking one minute out of your busy schedule to rate your experience?


Thanks so much for your help!


And another example:

Subject: One minute can make a huge difference!

Hi {{contact.first_name}},

Thanks for trusting {your company} to clean and disinfect your facility today. We aim to make you happy! Were you satisfied with the work that we’ve done? If so, share a review by clicking on the button below that best describes your experience. It will only take a few seconds of your time!  




In some cases, the Satisfied link will take the client to the Google review form. The Not Satisfied link will take the customer to a custom form where they can fill in the reasons why they are not satisfied, but it will not be shared with the public. This is done to avoid a public bad review, but could also be framed to be sent directly to customer support. 

Proposal Follow-Up Emails

Did you know that 80% of sales require 5 follow-ups after a meeting, but 50% of sales reps give up after the first follow-up? A good follow-up is essential, but leaving it at just one is useless. 

After you send a proposal it’s challenging to wait to hear whether or not you’ve got the cleaning contract. Knowing when to follow up or what to say can be the biggest challenge, but one that cannot be overlooked. You want to reach the perfect balance between reminding, connecting, and nagging.

The best examples for a follow-up email offer additional support to answer questions. The value of this is that it shows your potential client that you’re prepared to support them. It also shows you’re on top of the subject and you simply didn’t send it and forgot about it. It says you will know when they call you up to ask for something to be cleared up.

If your client hasn’t gotten back to you by the time they said they would, an email that connects with them and asks for an updated timeline is one of the best options you have. This shows you are offering value to them and thinking of their possible needs.

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If you feel you’ve been ghosted, you should first hide your contempt and then send a final email acknowledging your customer’s needs and communicating with respect, as it likely leaves the door open to maintaining the relationship and adding the address to your reactivation pipeline in a few months. 

For example: 


Another example:

Hi {{contact.first_name}},

I’m following up on the proposal I sent a couple of days ago. Do you have any questions? Call or respond to this email if you do. 

As part of {your company}, I’m eager to help you assess all of your business’ commercial cleaning needs and offer you the most cost-effective custom cleaning services on the market. 

Just contact us today to set up your next cleaning!



And another one:

Hi {{contact.first_name}},

I wanted to follow up on the proposal I sent a few days ago. {your company} is ready to become your cleaning partner so you can have a clean and healthy workspace. 

If you have any further questions about our services, please ask! I’m ready to help you make the best decision!

Our committed, experienced, and certified team of trained professionals are ready to sanitize EVERY inch of your facility, no matter the industry! What’s more, you’ll be more productive – because a cleaner office is a healthier one! 

Hope we can get in touch soon,




Referral Emails

Word of mouth is still one of the best ways to get new customers. Referral emails are a way cleaning companies can spread the word about their services through their most loyal customers. It’s similar to Review emails, but instead of asking them to give you a public review, they are asked to recommend the service to their family, friends, or people they think will benefit.  

The other difference with Review emails is that it acknowledges the customer as an asset and recognizes their recommendation is not free. It offers compensation for bringing in a new client, so everybody wins! 

You also have the option here to ask individually for referrals, or creating a referral program. Referral programs encourage existing clients to refer more and more people, especially if you offer added benefits the more people they refer. 

Encouraging referrals is a good way to elicit customers that meet your standards because clients that are referred from existing customers tend to be good overall fits for your business. 

For example: 


Another example:

Subject: Welcome!

Hi {{contact.first_name}},

Welcome to the referral campaign of {{location.name}}. Share the following link, invite your friends and other businesses and win {{custom_values.sales_referrals_value}} for each company that becomes a customer.

Invite your friends!

Thank you!


And another example:

Hi {{contact.first_name}}!

We’re thrilled that you’re considering joining the {your company} family! Your friend {{referrer.first_name}} thought you’d be a great fit for our sales program, so let us tell you more about ourselves.

{your company} is a commercial cleaning company that provides thorough, high-quality cleaning solutions for B2B businesses. The smell of success comes from the care we put into our cleaning services in {{location.name}}. For more than {so many} years, our janitorial service has earned customers’ trust throughout the metropolitan area with honest, reliable, and dedicated cleaning and disinfecting.

Contact Us Today to Get Started!

If you’re interested in {your company} services, call us today at {{user.phone}} to speak with someone from our {your company} Customer Service team or fill out the inquiry form on our website!

If a current {your company} client has referred you, we’ll show our thanks by providing them with a {{custom_values.sales_referrals_value}} gift card!

We look forward to hearing from you soon!



Specials emails

As an added bonus, special emails entail any offer you want to make to encourage customers or prospects to act fast to receive a benefit. These emails typically serve the purpose of converting subscribers into customers, and customers into brand advocates.

The key to converting via promotional and specials emails is in the urgency and benefits of being a customer or a prospect to the company. There are different types of emails in this section, but all of them should be written to make the customer delay as little as possible and act fast. 

These emails can be: 

  • Limited-time offers
  • Sales promotion
  • Subscriber specials
  • Product or service launch 
  • New arrival
  • Seasonal campaigns
  • Giveaways
  • But this, get that

Here’s an example:


Here’s another example:

Hi {{contact.first_name}}!

You’re on our list to celebrate 30 years in the commercial cleaning business! 

We are offering you a 20% discount for being a part of our mailing list. Just give us a call before Friday, wish us a happy 30th anniversary and that’s it! You will be enrolled to receive a 20% discount on our services between now and the end of the month. 

The option can only be used once and can’t be combined with any other discount. 

Join our anniversary celebration!


And one more:

Hello {{contact.first_name}}!

Next week is the start of October, a wonderful month of changing leaves, crisp night air, and the smell of pumpkin spice everywhere. But if the smell in your office isn’t up to your liking, you may be dealing with a complete nightmare– and we want to help you!

Click on the button below to activate your special, October discount for in-depth office cleaning. 

Boo you later!



Download our full Guide

So, now that you know all about the different types of email campaigns and how they can work for your business, what are you waiting for? Get started on building out your own automated pipeline today! And be sure to download our full guide to the Best Email Campaigns Every Cleaning Company Should Have so you have everything you need at your fingertips.

Need some guidance? Then schedule a call or chat with one of our experts today!

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