Email and SMS Marketing Campaigns

The Campaigns module lets you send targeted email and SMS messages to segments of your customer base. You can send one-time blasts, build multi-step drip sequences, and set up triggered campaigns that fire automatically on customer events. Navigate to Admin > Marketing to get started.

Campaign List

The main Marketing page displays all campaigns in a table view. Each row shows the campaign name, status badge, channel, audience size, messages sent, and open rate (email only).

Click any campaign row to open its detail page for editing, sending, or reviewing performance.

Creating a Campaign

1. Click the New Campaign button in the upper right corner.
2. Enter a Campaign Name -- use something descriptive like "Spring 2026 House Wash Promo."
3. Select a Campaign Type (see below).
4. Choose the Channel: Email Only, SMS Only, or Email + SMS.
5. Configure your Audience using the audience builder.
6. Set the Schedule -- send now or schedule for a future date and time.
7. Compose your message content.
8. Click Save Draft to save without sending, or Send Now to deliver immediately.

Campaign Types

CE Pro supports three campaign types. Select the one that matches your goal.

For one-time and triggered campaigns, you compose a single email and/or SMS template. For drip campaigns, you build a full sequence of steps using the drip sequence builder.

Channel Options

Audience Builder

The audience builder determines which customers receive your campaign. Filters combine with AND logic -- a customer must match all active filters to be included.

A live audience counter in the upper right corner of the Audience Targeting card updates automatically as you adjust filters. This shows you exactly how many customers will receive the campaign before you send it.

Primary Audience Filter

Start by selecting a primary audience type:

Additional Filters

Layer these filters on top of your primary audience to narrow the targeting further.

Services Purchased

• Must have purchased any of -- select one or more services (house wash, roof wash, driveway, deck wash, fence, gutter cleaning, window cleaning, holiday lights). Customers who have purchased at least one of the selected services are included.
• Must not have purchased -- exclude customers who have purchased certain services. Useful for targeting customers who have never tried a specific offering.

Client Spend and Recency

Maintenance Plan Status

Filter by whether a customer has an active maintenance plan, an expired plan, or no plan at all.

Property Type

Filter by property type: residential, commercial, fleet, or holiday lights.

Client Health

Filter by the system-calculated health status:

Lead Sources

Type a lead source name and press Enter or click Add to include it. Remove a source by clicking its badge. This lets you target customers who came from specific channels (Google, referrals, Angi, etc.).

Zip Codes / Service Area

Add specific ZIP codes to restrict the audience geographically. Type a ZIP code and press Enter or click Add.

Client Tags

Add custom tags you have applied to clients. A set of suggested tags is displayed for quick selection: VIP, Commercial, Fleet, Property Manager, Repeat Client, Referral Source, Maintenance Plan, HOA, and several more.

Estimate Status

Filter by the status of customer estimates: sent, viewed, accepted, declined, or expired. Combine with a Proposal lookback days value to limit to recent proposals.

Scheduling

For one-time and triggered campaigns, you choose when to send:

• Send Now -- the campaign is delivered immediately when you click Send Now.
• Schedule -- select a future date and time. The campaign is queued and sent automatically at the scheduled time.

Drip campaigns do not use the schedule selector. Instead, they send automatically based on the delay configured on each step.

Email Template Editor

The email editor provides a subject line field and an HTML body field. You write templates using standard HTML and merge fields.

Merge Fields

Click any merge field badge above the editor to insert it at the cursor position. Available merge fields:

CTA Button

Click the + CTA Button link to insert a pre-styled call-to-action button into your email body. The button renders as a blue, rounded link that works across major email clients. Edit the button text and URL in the HTML after inserting it.

Preview Mode

Click Preview in the template editor header to toggle between edit and preview modes. Preview mode renders the HTML and replaces all merge fields with sample data so you can see exactly what customers will receive.

SMS Composer

The SMS composer provides a single text field for your message. Key features:

• Character counter -- displays current character count out of the 160-character single-segment limit.
• Segment indicator -- if your message exceeds 160 characters, a badge shows the number of SMS segments. Multi-segment messages use 153 characters per segment and cost more.
• Merge fields -- the same merge field badges are available. Click to insert at the end of your message.
• Live preview -- a preview box below the editor shows the message with merge fields replaced by sample data.

Keep SMS messages short and focused on a single action: reply, call, or click a link.

Drip Sequences

When you select the Drip campaign type, the single template editors are replaced by the drip sequence builder. A drip sequence sends multiple messages over time, with configurable delays and optional conditions between steps.

Visual Timeline

A visual timeline at the top of the builder shows all steps as colored pills (blue for email, green for SMS) connected by lines with delay indicators. This gives you an at-a-glance view of the full customer journey.

Adding and Configuring Steps

1. Click + Add Step to add a new step to the sequence.
2. For each step, configure:

1. Reorder steps using the up/down arrows on each step card.
2. Remove a step by clicking Remove.

Conditional Logic

Starting from step 2, you can add conditions that determine whether a step sends based on the recipient's interaction with the previous step:

• Always send -- the step sends regardless of previous engagement.
• If opened previous -- only sends to recipients who opened the previous email.
• If NOT opened previous -- only sends to recipients who did not open the previous email. Useful for re-sending with a different subject line.
• If clicked previous -- only sends to recipients who clicked a link in the previous email.
• If NOT clicked previous -- only sends to recipients who did not click.

This lets you build branching sequences that adapt to customer behavior.

Example Drip Sequence

A typical declined-proposal win-back sequence:

Win-Back Templates

CE Pro includes four pre-built win-back templates for common re-engagement scenarios. Access them from the Marketing page.

Available Templates

Using a Template

1. On the Marketing page, scroll to the Win-Back Templates section.
2. Click Preview on any template to expand it and see the email subject, SMS text, and drip steps (if applicable).
3. Click Activate to create a new campaign from the template.
4. The system creates a draft campaign with the template's audience filter, channel settings, and message content pre-filled.
5. You are redirected to the campaign editor where you can customize the text, adjust the audience, and send.

Each template comes with a sensible default audience. For example, the "We Miss You!" template automatically targets customers with no service in the last 90 days. Edit the audience filter if you want different criteria.

Campaign Lifecycle

Campaigns move through the following statuses:

• Pause stops a running drip campaign. Recipients who have already received messages keep them, but no further steps are sent.
• Resume restarts a paused drip campaign from where it left off.

Campaign Analytics

After a campaign is sent, the detail page displays a performance dashboard with these metrics:

Interpreting Results

• Low open rate (below 20%) -- your subject line is not compelling enough, or your messages are landing in spam. Try a more specific, benefit-driven subject line.
• Good open rate but low click rate (below 5%) -- customers are reading but not acting. Strengthen your call to action and make the next step clear.
• Good clicks but low conversions -- the landing experience may need improvement, or the offer is not strong enough to close the deal.

Sending a Test

Before sending a campaign to your full audience:

1. Save the campaign as a draft.
2. Use the Preview toggle in the email template editor to verify merge fields render correctly.
3. For SMS, check the character count and preview to confirm the message reads well.
4. When ready, click Send Now. The system displays a confirmation dialog with the audience count before proceeding.
5. After sending, a success message shows how many messages were sent and how many failed.

Best Practices

• Segment your audience. A targeted message to 50 relevant clients outperforms a generic blast to 500. Use the audience builder filters to narrow your reach.
• Test before you send. Always preview your messages with sample data and verify merge fields render correctly.
• Do not over-message. Limit campaigns to one or two per month per customer to avoid unsubscribes.
• Use drip sequences for follow-ups. A three-step sequence with escalating urgency converts better than a single message.
• Add conditions to drip steps. Send different follow-ups to openers versus non-openers to maximize relevance.
• Track conversions, not just opens. The real measure of a campaign is booked jobs, not vanity metrics.
• Respect opt-outs. CE Pro automatically excludes unsubscribed customers from future campaigns.
• Keep SMS under 160 characters. Single-segment messages are cheaper and have higher read rates than multi-segment messages.
• Write benefit-driven subject lines. Tell customers what they gain, not what you are selling.
• Start with win-back templates. If you are new to marketing campaigns, activate a pre-built template and customize it rather than starting from scratch.