Monetize Your Customer List
Practical ways to use communication to drive service, repairs and upgrades
You already have one of the most valuable marketing assets in your business — and there’s a good chance you’re not using it.
For many pool and spa companies, thousands of customer emails sit idle in spreadsheets, invoicing platforms or CRM systems. But those contacts represent more than past sales; they’re future service work, repairs, upgrades and referrals.
“When you’re trying to sell something, the easiest people to sell to are people who you’ve already sold to and who know you, like you and trust you,” says Ben Poggemiller, co-owner of Urban Life Pools & Hot Tubs in Manitoba, Canada.
Selling to existing customers also reduces marketing costs and increases margins, since companies can focus on recurring service, maintenance and upgrades instead of relying on discounts to attract new clients.
That approach has influenced Poggemiller’s marketing style. Instead of constantly chasing new leads, he stays in front of existing customers and turns that relationship into repeat business.
Start with consistent communication
For Poggemiller, the simplest way to monetize his customer database is through a consistent newsletter.
He sends a monthly email featuring educational content, practical tips, updates about the business and targeted product offers. His goal is to entertain, educate and present offers without overwhelming customers.
“People don’t want to buy things just to buy more things,” Poggemiller says. “They want to make their life easier or solve a problem.”
In practice, that might mean addressing seasonal water issues, like high pH or alkalinity swings, or offering timely solutions tied to weather or usage patterns.
Because the audience already knows the business, they’re more likely to open, read and act on those emails.
“Whenever I put something out there, we often see a spike in sales of that particular offer or product,” he says.
Poggemiller and Radostina Stoycheva, director of performance marketing at Compass Digital, both emphasize that customers quickly tune out emails that feel purely promotional. Educational content, seasonal guidance and maintenance reminders help companies stay relevant between purchases.
The sale is just the beginning
Too often, pool and spa companies treat the transaction as the finish line when it’s really the beginning of the relationship.
That’s where postsale and postservice communication comes in.
Stoycheva recommends setting up automated email sequences tied to key milestones in the customer journey. As customers move through stages in a CRM, they receive targeted emails welcoming them, checking in on their experience and offering relevant support.
Builders can also use automated follow-up sequences to educate new pool owners about start-up care, equipment settings and ongoing maintenance after installation.
That kind of follow-up keeps the company top of mind long after the initial sale.
Automation can also help service companies stay ahead of ongoing maintenance needs. Pool owners can receive reminders for filter cleanings, salt cell replacements, seasonal openings and closings, equipment inspections or water chemistry maintenance before issues become emergencies.
“You’ve moved from an annoying advertiser to an essential assistant,” Stoycheva says.
Segmentation drives results
One major missed opportunity is failing to segment the customer list.
“Sending every email to everybody is definitely not where the future is going,” Stoycheva says.
Instead, companies should group customers based on purchase history, service type and behavior — weekly service customers, renovation clients, pool owners, hot tub customers or automation-system owners — and tailor messaging accordingly.
Even relatively small segments can deliver strong results. Stoycheva says segments of 200 to 300 people can see engagement rates of around 15% if the message matches their purchase.
By contrast, broad, one-size-fits-all campaigns tend to fall flat.
“It’s the difference between a 1% open rate and a 30% open rate,” she says.
“You spent $15,000 or $18,000 at a place, and you can’t even remember the name of it,” Poggemiller says. “I don’t ever want our customers to forget who we are.”
Technology can help streamline this process. Point-of-sale systems and CRMs can identify customer types based on purchase value, track browsing behavior and trigger targeted campaigns. For example, customers researching automation systems online can automatically receive follow-up emails about equipment upgrades, while pool owners browsing heater pages may receive targeted replacement offers.
Geographic segmentation can also help service companies fill service routes more efficiently through neighborhood-specific promotions, opening schedules and targeted reminders.
Automation drives recurring revenue
Companies that invest in automation often see measurable returns.
“We typically see a 20%-30% increase in service revenue within the first six months of an automated drip campaign,” Stoycheva says. “More importantly, businesses that engage their databases usually see a referral rate jump nearly 15%.”
Automated communication can help pool companies schedule seasonal openings and closings earlier, reducing last-minute booking pressure and improving route planning during peak seasons.
Automation also makes it easier to send timely, relevant messages like service reminders, seasonal maintenance tips or product replacement prompts.
5 automated emails every pool company should send
Even simple personalization can make a difference. Using a customer’s name or tailoring subject lines to their needs — like “Time for a filter cleaning?” or “Is your heater ready for summer?” — can dramatically improve open rates.
Frequency still matters
Consistency is essential, but more isn’t always better.
Stoycheva recommends emailing customers two to four times per month, depending on the segment and content. The focus should be on providing value, not just pushing promotions.
“You’ve got to give them something to sink their teeth into,” she says.
That could include:
- Water care tips
- Seasonal maintenance reminders
- Product education
- Relevant upsell opportunities
- Service reminders
- Equipment care guidance
Pool and spa companies can also use customer data to anticipate needs. A service customer might later become a candidate for automation upgrades, heater replacements, renovation work or additional backyard products.
Capturing that information in a CRM makes it easier to market more effectively over time.
The cost of doing nothing
The biggest mistake companies make with their customer lists is simple: They don’t use them.
“It’s really one of the most low-effort, high-value things you can do in the business,” Poggemiller says.
Other common missteps include sending the same generic message to every customer, failing to segment lists or not collecting enough customer data to personalize outreach.
Email marketing is relatively low cost and can deliver strong returns. Unlike paid advertising, the audience is already built and interested.
“You already have the contact information,” Poggemiller says. “You don’t have to run extensive ads to reach them. You can just send them something every month or every couple of weeks.”
Poggemiller says the idea for prioritizing customer communication came after repeatedly hearing customers struggle to remember where they originally purchased their hot tub.
