Pest Control Email Marketing 101

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Like any type of marketing, pest control email marketing is all about sending the right message to the right customer or prospect at the right time. 

In 2025, it still outperforms most marketing tools. Social media and paid advertising are always evolving. But email? It stays true to the basics—direct messages, packed with value, delivered right to an audience that has already shown interest in your business. 

With email, you hold on to trust and stay top of mind. You reduce no-shows (and lost revenue) and showcase your credibility. And with automation, you don’t have to send every message yourself. 

This is your definitive guide to pest control email marketing. Learn best practices, metrics to track, when to send your emails, how to write them, and much, much more. 

Let’s get started. 

Why Email Marketing Still Works for Pest Control 

Email marketing works because your customers already check their inboxes every day. In fact, 93% of people use it daily. Incredibly, only 6% don’t check it when they’re on vacation. 

It’s one of the few tools that reaches people directly. You’re not at the mercy of some hidden algorithm or a costly ad platform that you hope puts you in front of the right people. 

For pest control businesses, email has another advantage—it increases repeat visits without increasing costs. 

National chains and franchises are spending big on Google Ads. That pushes up prices for everyone, and local operators are feeling it. About 26% of pest control businesses are responding by putting more budget into email to compete. 

And it works.  

On average, email returns $38 for every $1 spent. That’s the highest ROI in marketing, a spot this channel has held for 10 years in a row. 

For a service-based business like yours, email is how you stay booked and keep your routes full. Like any good tech, it does the job right, and it doesn’t need to be told twice. 

RELATED ARTICLE: How to Choose the Best Pest Control Software for Small Businesses 

Choosing the Right Email Marketing Platform 

Email marketing platforms, also called email service providers (ESPs), are tools that send bulk emails to your customer list. 

They work by: 

• Storing your customer list in one place 

• Letting you write and send emails in bulk 

• Automating emails triggered by timing or customer actions 

ESPs make staying consistent with email marketing much easier. Trying to manage all those emails manually from your personal inbox takes a lot of time. 

Generic ESPs vs. Integrated CRM Tools 

Generic ESPs like Mailchimp and Constant Contact are great for general use. If you’re just starting out and want something that’s a breeze to learn and use, these can do the job. 

But if you’re already running routes and managing renewals, they might not have all the functionality you need. 

An integrated customer relationship management (CRM) tool might be a better fit. These connect with your scheduling and customer data. 

Here’s a quick look at how the two compare: 

Generic ESPs vs. Integrated CRM Tools

Email marketing platforms vary widely in functionality. Below is a side-by-side comparison to help pest control businesses understand the practical differences between generic email service providers (ESPs) and integrated CRM tools.

Email Marketing Platform Feature Comparison

Feature	Generic ESP	Integrated CRM Tool
Built-in customer data	No, manual upload is needed	Yes, syncs with service data
Service reminders	Not automatic, manual setup required	Yes, triggers based on schedule
Renewal and reactivation emails	Not automatic, manual setup required	Yes, uses customer history
Route-based promotions	No, must set up custom filters	Yes, targets by neighborhood

RELATED ARTICLE: 10 Tips for Marketing for Pest Control Companies 

What Emails to Send 

Once you know how you’re sending your pest control marketing emails, it’s time to think about what to send. What should you say? What do your customers want to hear? 

Start with the golden rule of all content creation: it must offer value. From there, you can come up with specific ideas. Here are some to get you thinking: 

Email Ideas for Current Customers 

Marketing to existing customers is about boosting their loyalty. You want them to buy from you again. 

The key to achieving this is to make sure they don’t forget about you or feel forgotten by you.  

Here are a few examples of ways to do that via email:  

• Appointment reminders: Cut down no-shows and highlight your professionalism. 

• Pre-service prep instructions: Reduce questions and callbacks, and help build trust. 

• Post-service follow-ups: Show you care about the results. 

• Review requests: Happy customers may just need a quick nudge. 

• Renewal reminders: Keep recurring services going. 

• Reactivation messages: Re-engage past customers before they move on for good. 

• Seasonal education: Show you’re the expert and build long-term trust. 

• Referral program offers: Reward loyalty and encourage word-of-mouth marketing. 

Email Ideas for Prospects 

Prospects are people who have shown interest in your pest control services but haven’t yet booked. They might be: 

• Comparing your quote to others 

• Asking around for recommendations 

• Waiting until their pest problem gets worse 

Your job at this stage is to remain visible and show your credibility. 

Use email to answer questions before they’re asked and position your brand top of mind. Some examples include: 

• Educational resources: Guides on how to spot termite tubes, why ants show up after rain, signs of rodent activity, and so on. 

• Quote delivery: Send the quote on time. Make sure it’s transparent, and the next steps are clear. 

• Quote follow-ups: A short message 1 to 2 days later so the conversation keeps going. 

• New customer welcome: If they do book, thank them and set expectations. 

• Seasonal promotions: Timed discounts give fence-sitters a reason to act. 

RELATED ARTICLE: 6 Tips for Better Pest Control Estimates [Template] 

 

When to Send Your Emails 

Most people already receive too many emails. If yours arrives at the wrong time, it might be ignored or sent right to the trash. 

While there’s no perfect formula, there are a few best practices you can follow to increase the chances of your email hitting inboxes at the right time. 

• If you’re sending an appointment reminder, the best time is 24 hours before the job. That gives the customer time to prepare or reschedule. 

• If you’re sending a quote follow-up, the best time is 1-2 days after you sent the quote. 

• If you’re sending a renewal reminder, the best time is 2-3 weeks before the renewal date. 

• If you’re sending a seasonal promo or educational tip, the best time is at the start of the pest season for that problem. 

• If you’re sending a review request, the best time is within 24-48 hours after service. 

• If you’re sending a welcome email to a new customer, the best time is immediately after they book. 

And here are a few general rules that apply to all emails: 

• Don’t send emails in the middle of the night. 

• Avoid sending on Friday afternoons. People are checking out for the weekend. 

• Mid-morning on a weekday (around 9 to 11 a.m.) is usually safe. 

RELATED ARTICLE: 5 Pest Control Marketing Ideas That Generate Leads 

How to Write Effective Pest Control Emails 

Now that you’ve chosen a valuable topic for your email, how do you actually go about writing it?  

These best practices will help you optimize your results. 

Make Your Email About 200 Words Long 

Emails that are around 20 lines long tend to perform best, i.e., have the highest click-through rate (more on that later). That’s about 200 words. 

In one survey, 67% of respondents said they prefer short emails. For 28% of people, though, email length doesn’t matter if the message feels like it was written for them. 

Personalize Your Emails 

Speaking of tailored messaging, personalization should be used whenever possible in your email marketing.  

Personalizing an email means using details about the customer in your message. It could be their name, service history, their local area, or what pest they’ve had before. 

Emails that use things like subject line personalization and dynamic content see better performance over 80% of the time. 

Make Sure It Looks Good on Mobile 

Like with most online activity, most people check their email on their phone—64%, to be exact. That means your message needs to: 

• Be easy to read without zooming 

• Be light on images (one or two is enough) 

• Have text size large enough to skim 

• Have a CTA button or link that’s easy to see and tap 

Always send it to yourself first, so you can open it on your phone and make sure it’s a good experience.  

Include Just One CTA 

Every email should ask the reader to do one clear thing. Not two. Not four. Just one. This can increase clicks by up to 371%. 

Too many options cause confusion. When people have to choose, they often don’t do anything at all. 

Some CTAs you might use could be “Book Now,” “Confirm Appointment,” or “Leave a Review.” 

Segment Your Audience 

Segmentation divides your mailing list into groups of people with similar traits. Instead of blasting the same email to everyone, segmenting helps ensure the message is genuinely relevant to your recipients. 

And we know it works because the data says so, with more than 90% of marketers reporting that segmentation improved email performance. 

You might segment by: 

• Residential and commercial clients 

• Seasonal needs (spring ants vs. winter rodents) 

• Service type (general pest, mosquito, termite, ongoing, etc.) 

• Customer status (active, overdue, prospect, reactivation) 

Use Seasonal Content Rather Than Generic 

Pest control needs and trends vary with the weather and time of year. When you send an email that reflects what’s going on in the customer’s life, it resonates. 

Booking rates go up because the problem is real and timely. 

Follow the HVEC Formula 

The HVEC formula is a quick and easy way to write better emails. It gives the reader what they need, in the order they need it. 

• Hook: Get their attention. 

• Value: Tell them why it matters. 

• Expectation: Say what will happen next. 

• Call to action: Tell them what to do. 

Here’s an example: 

• Hook: ”Rodents are nesting early this year.” 

• Value: ”Early prevention prevents major damage.” 

• Expectation: ”A technician can inspect your attic and seal up entry points.” 

Call to action: ”Book your winter checkup now.” 

Good Email vs. Bad Email Example 

Let’s compare two emails to see how using the practices above can strengthen your content. 

Email #1 

Subject: Pest control services 

Dear Customer, 

It’s that time of year again. We’re offering services to help with pests. Contact us if you’re interested. Thanks for your business. 

Email #2 

Subject: Spiders in the garage? Fall is when they move inside. 

Hi [First Name], 

Here in [City], the cold nights are encouraging spiders to move indoors. Have you noticed any in your garage? Now’s the time to prevent an infestation. 

We’re running a special on targeted treatments until December 5, 2025. Contact us now to save 10%. 

What makes Email #2 better? It: 

• Uses a specific subject line tied to the season 

• Uses the customer’s name and mentions the city 

• Addresses a problem the customer may already notice 

• Includes a question 

• Sets next steps and timeline 

• Includes one strong call to action 

Grab Our Pest Control Email Marketing Templates 

Need a head start on your email marketing? We’ve put together a full set of ready-to-send pest control email templates to help you out. 

RELATED ARTICLE: The Best Apps for Pest Control Businesses 

Download 10 Free Pest Control Email Marketing Templates

Track the Right Metrics 

How do you know if your email marketing is actually working? You look at the numbers. 

Here’s a quick overview of which key email metrics to track, what they mean, and why they’re worth tracking. We’ve also included the average rate (or benchmark) for each metric, so you can better gauge your own performance: 

Track the Right Metrics

To know if your pest control email marketing is actually working, you need to track the right performance metrics. These benchmarks help you identify issues early and understand what’s driving bookings, retention, and revenue.

Key Email Marketing Metrics for Pest Control Businesses

Metric	What It Means	Why It Matters	Benchmark
Bounce Rate	Percentage of emails that could not be delivered	A high bounce rate usually means your list contains outdated or incorrect email addresses	Under 2%
Open Rate	Percentage of recipients who opened the email	Indicates whether your subject lines and send timing are effective	42.35% average
Click-Through Rate (CTR)	Percentage of recipients who clicked a link in the email	Shows whether the message and call to action are resonating	2.3% average
Unsubscribe Rate	Percentage of recipients who opted out after receiving an email	Helps identify over-sending or emails that don’t provide enough value	Under 0.5%
Conversion Rate	Percentage of recipients who completed a desired action	Directly connects email campaigns to booked services and revenue	1%–5% average

RELATED ARTICLE: By the Numbers: Pest Control Industry Statistics and Growth Insights 

Automate Your Emails to Save Time and Reduce Missed Revenue 

Email automation works by using triggers—events you define—to automatically send the right message at the right moment.  

It’s a great time and headache-saver, because you don’t have to remember who to email, when to send it, or what to say. The system takes care of it for you. 

Here’s how it works: 

1. You set up a rule, i.e., define a trigger. 

2. The rule watches for a specific action or date. 

3. When that trigger occurs, the platform sends the email you’ve designated for that trigger. 

Email Automation for Pest Control 

With automation, you don’t have to worry about: 

• Coordinating appointment or payment reminders 

• Forgetting to ask for reviews 

• Accidentally letting renewals fall through the cracks 

That means fewer no-shows, more reviews, more repeat business, and less admin work. 

Here are a few automations that work well for pest control: 

Appointment reminders: 

• Trigger: 24 hours before a scheduled service 

• What to send: A reminder with time, technician name, and a reschedule link if needed 

Pre-service preparation instructions: 

• Trigger: 24 hours before a visit 

• What to send: Email checklist of things the customer needs to do before your tech arrives 

Post-service follow-up: 

• Trigger: 24 hours after a job is complete 

• What to send: Remind the customers how to reach you and ask if they have questions 

Review request: 

• Trigger: 2 days after service 

• What to send: A short message thanking them and asking for a Google review 

Quote follow-up: 

• Trigger: 2 days after quote sent 

• What to send: Quick check-in asking if they have questions or are ready to book 

Renewal reminders: 

• Trigger: 3 weeks before annual or seasonal renewal 

• What to send: Friendly reminder with link to confirm or update service 

Seasonal education: 

• Trigger: Start date of high-pressure pest season 

• What to send: Tips or a prevention checklist that shows your expertise 

Route or neighborhood promotion: 

• Trigger: New openings in a specific area 

• What to send: Offer a limited-time discount for nearby homes to fill a spot 

To get started with automation, you’ll need: 

• An email platform that supports automated workflows 

• A way to sync your customer and service data, like a CRM 

• Reusable email templates connected to each trigger 

• A tool that makes all of this easier, like Briostack 

RELATED ARTICLE: The Latest Pest Control Technology Trends and Innovations 

Pest Control Email Marketing FAQs

Here are some answers to common questions about email marketing for pest control businesses.

How often should pest control companies email customers?

Pest control companies should email customers 1–2 times per month. That’s enough to stay top of mind, but not so often you’ll be pushing unsubscribes.

What’s the best CRM for automating pest control emails?

The best CRM for automating pest control emails is one that connects to your scheduling and customer data. Look for a solution made specifically for the pest control industry, too.

How do I track ROI?

To track ROI, look at your email conversions. Then, consider how much time and money you put into email marketing.

ROI (%) = [(Revenue from email – Cost of email) ÷ Cost of email] × 100

How do I reduce unsubscribes?

To reduce unsubscribes, make sure every email has something valuable. Use segmentation to personalize your messages. Don’t send too many emails, and only include one CTA per email.

Getting Started with Pest Control Email Marketing 

Ready to get going? Here are three steps you can take today: 

• Choose an email platform that supports automation and connects to your customer data. 

• Map out your first workflows. You might start out with appointment reminders and follow-ups. 

Write your email templates. Or download and edit the templates we made for you. Make sure they align with your business.