Roofing Email Marketing That Gets Responses (With Templates You Can Use Tomorrow)"

Your CRM has 847 leads sitting in it right now.

Half of them filled out a form 3-6 months ago. A quarter got one follow-up email that said "Thanks for your interest!" and nothing else. The rest got added to a weekly newsletter that talks about company anniversaries and employee birthdays.

None of them are booking appointments. 😬

According to Roofr's email marketing research, 66% of roofing contractors either don't use email marketing or barely touch it. The ones who do? They blast the same generic message to everyone - "Winter is coming - get your roof inspected!" - sent to:

• Leads from July who already got their roof done ❌
• Homeowners from October who said no three times ❌
• Past customers whose roofs are 2 years old ❌

Email marketing for roofers isn't broken because email doesn't work.

It's broken because most contractors treat their email list like a megaphone instead of a conversation. Same message to everyone. Ignore behavior signals. Wonder why nobody responds.

Here's what actually works:

• Email sequences built around where the lead is in their decision process
• Templates written for specific objections and situations
• Follow-up cadences that match storm season urgency vs normal lead flow
• Newsletters that teach homeowners something useful (instead of announcing your latest truck wrap)

This article includes actual templates you can copy, paste, and customize tomorrow morning. Each one addresses a specific roofing scenario with the conversation structure that gets responses.

No corporate jargon. No "touching base." No asking if they "had a chance to review your proposal."

Why Most Roofing Email Marketing Fails (And What to Do Instead)

Most roofing companies send emails that could work for any contractor in any trade.

The typical email looks like this:

• Subject line: "Follow up on your quote" → tells the homeowner nothing
• Body text: "We wanted to circle back" → sounds like a telemarketer
• Call-to-action: "Let us know if you have any questions" → puts all the work on the customer

The results? 8-12% open rates. 0.3% click-through rates. 📉

Compare that to industry benchmarks from MailerLite's 2025 report: 42% average open rates and 2% click rates across all sectors. Medical and healthcare industries see 34% open rates. Construction-related services land in the 18-25% range when they use generic templates.

Your email isn't competing with other roofing companies. It's competing with the 121 other emails the average person receives every day.

What gets deleted without reading:

• "Follow up - Roof Quote"
• "Re: Your Estimate"
• "Checking in"
• "Winter Roof Inspection Special"

They all sound like spam - even from legitimate companies.

What gets opened:

• "The ice dam risk we discussed for your north-facing valley"
• "Why your Owens Corning Duration quote is $3,200 higher than the CertainTeed bid"
• "What the adjuster will look for during your claim inspection"
• "Your neighbor at 412 Maple just approved their GAF Timberline HDZ install"

These reference a specific conversation, address a real concern, or create social proof. They promise information the homeowner actually wants.

The fundamental problem: Most roofing email marketing is written from the contractor's perspective (we need to stay in touch, we want to check in, we're following up) instead of the homeowner's perspective (I need to understand my options, I'm worried about cost, I don't know who to trust).

Email Follow-Up Templates for Roofing Leads (Copy, Paste, Customize) ✂️

These templates are designed for specific scenarios roofing sales reps encounter. Each addresses a real objection or situation with conversation-based language that sounds like a human wrote it, not marketing automation.

Template 1: Initial Follow-Up (24 Hours After Appointment) ⏰

Subject: The GAF vs CertainTeed comparison you asked about

Body:

Hi [First Name],

I put together the warranty comparison we talked about yesterday - specifically the difference between GAF's System Plus warranty (covers materials + labor for 10 years) vs CertainTeed's SureStart PLUS (materials + labor for 25 years on qualifying systems).

Here's what that means for your roof:

GAF Timberline HDZ with System Plus: $18,400

• 10-year labor coverage included
• Requires 4 qualifying accessories (ridge cap, starter, leak barrier, ventilation)
• Covers manufacturing defects + installation workmanship

CertainTeed Landmark with SureStart PLUS: $21,200

• 25-year labor coverage included (15 years longer)
• Requires 5 qualifying components (same as GAF but adds hip & ridge)
• Same defect/workmanship coverage as GAF

The $2,800 difference buys you 15 extra years of labor coverage. Most homeowners keep their roofs 20-25 years, so the extended warranty typically pays for itself if you ever need a repair after year 10.

I'm not pushing either direction - some homeowners value the longer coverage, others prefer the lower upfront cost. Just wanted you to have the actual numbers.

Let me know if you want me to break down anything else from our conversation.

[Your Name]
[Direct Phone]

Why this works: References the actual conversation, provides specific numbers, explains the real difference between options, doesn't pressure for a decision.

Template 2: Price Objection Follow-Up 💰

Subject: Why the $8,000 bid from [Competitor] will cost you more

Body:

Hi [First Name],

You mentioned the other company quoted $8,000 for your roof replacement compared to our $16,400 proposal.

I don't know their full scope, but here's what typically explains a 50% price gap:

What a $8,000 roof replacement usually includes:

• Overlay (new shingles over old ones) instead of tear-off
• 3-tab shingles instead of architectural
• Minimal ice & water shield (code minimum: first 3 feet from roof edge)
• No ridge vent upgrade (keeps your existing ventilation)
• 1-year workmanship warranty

What our $16,400 proposal includes:

• Complete tear-off to decking (required to inspect for rot/damage)
• GAF Timberline HDZ architectural shingles (50-year material warranty)
• Ice & water shield on all valleys + first 6 feet from roof edge
• Full ridge vent system (23 linear feet of ventilation vs your current 8 feet)
• 10-year System Plus warranty (covers materials + labor)

The question isn't "why is your quote higher?" The real question is "what's missing from their quote that makes it half the price?"

I'm not asking you to choose us. I'm asking you to call them back and verify:

1. Are they doing a tear-off or overlay?
2. What's the ice & water shield coverage?
3. What warranty do you actually get in writing?

If they're doing the same scope for $8,000, hire them immediately - that's an incredible deal. If they're not, you're comparing a patch job to a full replacement.

Want me to review their proposal line-by-line? I can tell you exactly what's different without any sales pitch attached.

[Your Name]
[Direct Phone]

Why this works: Acknowledges the price concern directly, explains what creates price differences, doesn't attack the competitor, offers to help evaluate the other bid.

Template 3: Storm Season Follow-Up (Hail/Wind Damage Lead) 🌧️

Subject: Your insurance claim timeline - what happens next week

Body:

Hi [First Name],

Your adjuster is scheduled for Thursday at 2 PM. Here's what they'll be looking for and what you should have ready:

What the adjuster will inspect:

• Granule loss on shingles (hail impact creates bald spots)
• Wind damage on ridge caps and edges (this is where blow-offs start)
• Soft spots in decking (indicates water intrusion from damaged areas)
• Matching issues (if they approve a partial replacement, finding matching shingles for a 12-year-old roof is nearly impossible)

What you should have available:

• Your current insurance declaration page (confirms your coverage limits)
• Photos of interior damage if you have any (water stains on ceiling/attic)
• The date of the storm (June 8th per the NOAA report I sent)

What typically gets approved vs denied:

Most insurance companies approve full replacement when:

• 8+ hail strikes per 100 square feet (industry standard)
• Wind damage visible on 40%+ of ridge caps
• Shingles are 10+ years old (matching becomes impossible)

They usually deny claims when:

• Damage is wear-and-tear (granule loss from age vs impact)
• Only cosmetic (doesn't affect weather-tightness)
• Previous damage that wasn't repaired

Your roof has visible hail strikes on the south-facing slope (I counted 14 per test square) and your shingles are 11 years old. That typically qualifies for approval, but adjusters vary.

After the inspection, the adjuster will send you a report within 5-7 days. Forward that to me and I'll review it line-by-line before you accept or dispute it.

No sales pitch here - just want you prepared so you don't leave money on the table.

[Your Name]
[Direct Phone]

Why this works: Provides genuine value before asking for anything, demonstrates expertise on the insurance process, positions you as an advisor rather than a salesperson.

Template 4: Re-Engagement (Lead Went Cold 3-6 Months Ago) 🔄

Subject: Did you end up replacing your roof this summer?

Body:

Hi [First Name],

We talked back in April about your roof replacement (the one with the valley leak near the chimney). I never heard back, which usually means one of three things:

1. You hired someone else and got it fixed (great!)
2. You decided to wait another year (totally reasonable)
3. You got busy and it fell off your radar (happens constantly)

If it's #1, congrats on getting it done.

If it's #2 or #3 - we're heading into fall, which is actually the best time to replace residential roofs. Crews aren't slammed with storm work, manufacturers aren't backordered on materials, and you're not scrambling to get it done before winter hits.

The leak you showed me in April will get worse this winter. Ice dams form in valleys first, and once water backs up under the shingles, you're looking at interior damage - not just roof damage.

I'm not chasing you for business. I'm checking in because that valley leak is a legitimate problem that won't fix itself.

Want me to come back out and reassess? No pressure, no new sales pitch - just a fresh look at what's changed in 6 months.

[Your Name]
[Direct Phone]

Why this works: Acknowledges the time gap without being pushy, reminds them of the specific problem they had, offers value without requiring commitment.

Template 5: Past Customer Referral Request 🤝

Subject: Quick favor - do you know anyone with an old roof?

Body:

Hi [First Name],

Your GAF Timberline HDZ roof we installed last September is about to hit the one-year mark. I'll be in your neighborhood next month for the annual inspection (part of your System Plus warranty) and wanted to ask you a quick favor.

Do you know anyone in [Neighborhood] with a roof that's 15+ years old?

We're trying to book work for October-November before winter hits, and referrals from past customers are hands-down the best leads we get. People trust their neighbors more than Google reviews.

If you know someone who might need a roof soon:

• I'll inspect their roof for free (no sales pitch if they don't need work)
• They'll get the same pricing we gave you (no referral markup)
• You'll get a $300 credit toward your next gutter cleaning or roof maintenance

Not asking you to sell for us - just asking if anyone comes to mind who mentioned their roof is getting old.

Thanks for trusting us with your project last year. Looking forward to seeing you next month.

[Your Name]
[Direct Phone]

Why this works: Ties the referral request to an existing relationship (warranty inspection), makes it easy for the customer (just identify someone), provides real incentive without feeling transactional.

Roofing Newsletter Ideas That Homeowners Actually Read 📰

Most roofing company newsletters are corporate announcements disguised as valuable content. "We hired a new project manager!" "Our owner went to the manufacturer conference!" "Employee of the month is Randy!"

Homeowners don't care about your internal operations. They care about their roof, their home value, and avoiding expensive problems.

Effective roofing newsletters teach homeowners something they didn't know, answer questions they're already asking, or alert them to problems before they become expensive. As GAF's marketing guidance notes, emails that focus on customer concerns rather than company news consistently outperform promotional content.

Newsletter Template 1: Seasonal Maintenance (Send September/October) 🍂

Subject: 3 things to check on your roof before winter (takes 15 minutes)

Body:

Hi [First Name],

Winter in [Region] is brutal on roofs. Ice dams, heavy snow load, freeze-thaw cycles - all of it accelerates wear and creates leaks.

Here are three things you should check this month before the first snow:

1. Clean your gutters (or pay someone to do it)

Clogged gutters force water under your shingles during freeze-thaw cycles. Water backs up, freezes, expands, and pushes under the shingle edges. By March, you have interior leaks.

Check for: Leaves, pine needles, shingle granules (black gritty sand)
Cost to fix yourself: $0 (just time)
Cost to hire someone: $150-$250

2. Inspect your attic insulation

Poor attic insulation causes ice dams. Your heated home melts snow on the roof. Water runs down to the cold eaves, refreezes, and creates a dam. More water backs up behind it.

Check for: Uneven insulation (should be 10-12 inches deep across the whole attic)
Cost to add insulation: $1,500-$2,500 for 1,200 sq ft attic
Cost of ice dam damage: $5,000-$15,000 in repairs

3. Look for lifted or missing shingles

Wind damage from summer storms doesn't always show up as obvious leaks. Lifted shingles let wind-driven rain underneath. You won't notice until you have a water stain on your ceiling.

Check for: Shingles that aren't flat against the roof
Cost to repair: $200-$400 for spot repairs
Cost if you wait: $3,000+ for interior water damage repair

Not sure how to check these? Reply to this email with "inspection" and I'll send someone out next week. Free, 15-minute check. No sales pitch unless we find something that needs immediate attention.

[Your Name]
[Company Name]

Why this works: Provides actionable advice homeowners can use, includes real cost comparisons, offers free help without being pushy.

Newsletter Template 2: Educational (Send After Major Storm) ⛈️

Subject: What the June 8 hailstorm did to roofs in [City] - and what to check

Body:

Hi [First Name],

NOAA confirmed 1.5-inch hail in [City] on June 8th. That's big enough to damage roofs, siding, and gutters.

Not every roof got hit - hail is incredibly localized. Your neighbor across the street might have damage while your house is fine. Here's how to check:

Signs of hail damage homeowners can see:

1. Granule loss on shingles (looks like bald spots or shiny patches where the protective coating wore off)
2. Dents on metal roof vents and flashing (round impacts, usually visible from the ground with binoculars)
3. Dings on gutters and downspouts (especially aluminum - hail leaves visible dents)

Signs you need a professional inspection:

1. Your shingles are 10+ years old (hail damage on older roofs gets worse faster)
2. You heard impacts during the storm (that loud cracking sound = something got hit)
3. Your neighbors are getting inspections (hail doesn't discriminate by property line)

What to do if you have damage:

1. File a claim with your insurance within 30 days (some policies have time limits)
2. Get a professional inspection (we do free storm damage assessments - no obligation)
3. Don't sign with the first contractor who knocks on your door (storm chasers flood the area after hail - verify they're licensed and local)

What NOT to do:

1. Don't let someone "inspect your roof" without verifying credentials (ask for license number, insurance certificate)
2. Don't sign any contract that requires payment before insurance approval (legitimate contractors work with insurance timelines)
3. Don't assume no visible damage = no damage (hail impact breaks the seal between shingle layers - you won't see it from the ground)

Want us to check your roof? Reply with your address and we'll schedule a free inspection this week. If we don't find damage, we'll tell you. If we do, we'll help you document it for insurance.

[Your Name]
[Company Name]

Why this works: Timely (sent right after a known weather event), educational (explains what to look for), addresses common scams (storm chasers), makes a soft offer (free inspection with no strings).

Newsletter Template 3: Market Update (Send Quarterly) 📊

Subject: What we're seeing in [City] roofing right now - Q4 2024

Body:

Hi [First Name],

Quick update on what's happening in the local roofing market:

Material costs:
GAF Timberline HDZ is up 8% since July (now $145 per square vs $134)
CertainTeed Landmark is up 6% ($142 per square vs $134)
OSB decking is down 12% (finally - was $48 per sheet, now $42)

Lead times:
Normal season materials: 1-2 weeks
Custom colors: 3-4 weeks
Specialty products (slate, metal): 6-8 weeks

What this means for homeowners:

If you're planning a roof replacement in the next 6 months, material costs will probably stay flat through winter and increase again in spring when demand picks up. Locking in pricing now for a spring install can save 5-10%.

What we're seeing in inspections this quarter:

• Ice dam damage from last winter is showing up as interior leaks (attic insulation failure is the main culprit)
• Hail damage from June 8 storm is getting approved by insurance at about 60% rate
• Ridge vent failures on 15+ year old roofs (the plastic deteriorates and cracks)

Free maintenance offer for past customers:

If we installed your roof in the last 5 years, reply to this email with "inspection" and we'll schedule a free check-up. Takes 15 minutes, no cost, no sales pitch.

We're just checking:

• Sealant around vents and chimneys
• Ridge cap condition
• Any lifted or damaged shingles from storms

[Your Name]
[Company Name]

Why this works: Provides market intelligence homeowners can't get anywhere else, shows expertise, includes actionable information (pricing trends), makes a relevant offer to past customers.

Email Sequence Strategy: When to Send What ⏱️

Random emails don't work. Sending the same message to every lead doesn't work. Blasting your entire list with seasonal promotions doesn't work.

What works: Email sequences matched to where the lead is in their decision process. Someone who filled out a form yesterday needs different emails than someone who got a quote 3 months ago.

Standard Lead Nurture Sequence (Non-Storm)

Day 1 (1 hour after inquiry): Confirmation email with next steps
Day 2 (24 hours after appointment): Follow-up addressing specific concerns discussed
Day 7 (if no response): Educational email about the problem they mentioned
Day 14 (if no response): Price comparison or warranty explanation
Day 30 (if no response): Re-engagement with new angle or seasonal urgency
Day 90 (if no response): Check-in asking if they solved the problem

Each email references the previous conversation and provides new value. Never send "just checking in" emails with no substance.

Storm Season Sequence (Insurance Claims)

Day 1 (immediately after inspection): What the adjuster will look for
Day 3 (before adjuster visit): Reminder with preparation checklist
Day 7 (after adjuster visit): How to read the insurance report
Day 10 (if claim approved): Next steps for scheduling install
Day 10 (if claim denied): How to dispute and what documentation you need

Storm leads have different urgency and different concerns. They're not shopping for the best price - they're navigating insurance bureaucracy and trying to understand if they have damage.

Past Customer Maintenance Sequence

Month 12: First-year warranty inspection reminder
Month 24: Two-year check-in with maintenance tips
Month 36: Three-year inspection offer
Quarterly: Seasonal maintenance newsletter (spring prep, summer storm damage, fall gutter cleaning, winter ice dam prevention)

Past customers are your best source of referrals and repeat business (gutters, siding, next roof in 20-25 years). Stay in touch without being annoying by providing value in every email.

Subject Line Formulas That Get Opened 🎯

Subject lines determine whether your email gets read or deleted. Generic subject lines (Follow up on your quote, Checking in, Question about your roof) get ignored because they sound like spam.

Effective subject lines for roofing emails:

Reference a specific conversation:

• "The ventilation issue we discussed for your south-facing slope"
• "Why your GAF quote is $2,800 more than the CertainTeed option"

Create curiosity about a real problem:

• "What happens to your roof this winter if you don't fix that valley leak"
• "The insurance approval question everyone asks (and gets wrong)"

Use social proof from their neighborhood:

• "Your neighbor at 418 Oak just approved their claim"
• "Three houses on Maple Street are getting new roofs next week"

Provide timely value:

• "Manufacturer rebate ends Friday (saves you $500 on qualifying systems)"
• "What the June 8 hailstorm did to roofs in [City]"

What doesn't work: 🚫

• Generic questions ("Have you made a decision?")
• Corporate speak ("Following up on our previous conversation")
• Fake urgency ("Limited time offer!" when there's no actual deadline)
• ALL CAPS or multiple exclamation marks (triggers spam filters)

HubSpot's email research shows 47% of email recipients open based solely on the subject line, and personalized subject lines are 26% more likely to be opened than generic ones. Your subject line isn't just a label - it's the first sales message.

Email Marketing Metrics That Actually Matter for Roofers 📈

Most roofing companies track open rates and think they're doing great if they hit 25%. Open rates don't close jobs. Clicks don't close jobs. Appointments close jobs.

Metrics that matter:

Response rate: How many people reply to your email
Goal: 5-8% for follow-up emails, 2-3% for newsletters
How to improve: Ask specific questions, make replies easy, provide value before asking for action

Appointment booking rate: How many email recipients schedule a visit
Goal: 3-5% for qualified leads, 1-2% for cold lists
How to improve: Make scheduling frictionless (calendar link, text option), reduce friction in the ask

Click-to-conversion rate: Percentage of people who click through and take the next step
Goal: 15-25% (of those who click should convert to next action)
How to improve: Match the email promise to the landing page content, reduce steps required

Email-to-close rate: Percentage of email leads that become customers
Goal: Varies by lead source (5-15% for web leads, 20-35% for referrals)
How to improve: Segment your list, send relevant messages, don't blast everyone with everything

Standard email marketing benchmarks show average click rates across industries at 2.00%, with hobbies achieving 4.36% and government at 4.31%. Construction and home services typically fall in the 1.5-2.5% range when using targeted, relevant content.

What to ignore:

Unsubscribe rate: People unsubscribe when they're not in market anymore or solved their problem. That's fine. Average unsubscribe rates are 0.89% across industries - if you're under 2%, you're fine.

List growth rate: Big lists full of cold leads are worthless. Small lists of engaged prospects are valuable. Focus on quality, not quantity.

Email send volume: Sending more emails doesn't create more business if the emails provide no value. Send less, make each one count.

The Email Marketing Tools Roofing Companies Actually Need 🛠️

You don't need enterprise marketing automation with 47 features you'll never use. You need a system that sends targeted emails to segmented lists and tracks whether people respond.

Minimum requirements:

1. Segmentation capability (separate leads by source, status, date, location)
2. Email sequences (automated follow-up series triggered by actions)
3. Template library (save and reuse your best-performing emails)
4. Basic analytics (open rates, click rates, responses)
5. CRM integration (sync with your existing lead management system)

Popular options for roofing companies:

Mailchimp: Good for beginners, easy templates, affordable ($13-$20/month for most roofing companies)

Constant Contact: Better deliverability than Mailchimp, solid support, slightly more expensive

ActiveCampaign: More powerful automation, steeper learning curve, worth it if you're doing sophisticated sequences

HubSpot: Full CRM + email marketing, overkill for most roofing companies unless you're already using their CRM

Your existing roofing CRM: Many roofing-specific CRMs (JobNimbus, AccuLynx, Leap) include basic email marketing - use what you have before buying something new. Equipter's guide to roofing email marketing recommends using review testimonials in your emails to boost credibility.

The tool matters less than your strategy. Companies using basic email platforms with great segmentation and relevant content outperform companies using expensive automation that blasts everyone with generic messages.

Common Email Marketing Mistakes Roofing Companies Make ⚠️

Mistake #1: Treating the email list like a megaphone 📢

Sending the same message to every lead regardless of where they are in the decision process. Someone who got a quote yesterday needs different emails than someone from 6 months ago who went cold.

Solution: Segment your list by lead status (new inquiry, quoted, cold, past customer) and send relevant messages to each group.

Mistake #2: No follow-up sequence

Most roofing companies send one email after the appointment ("Here's your quote, let me know!") and then nothing. The lead forgets about them in 48 hours.

Solution: Build a 30-day follow-up sequence that provides value at each step - warranty explanations, price comparisons, insurance claim help, seasonal urgency.

Mistake #3: Asking for too much too soon

The first email after an inquiry shouldn't ask for a decision. It should confirm the appointment, set expectations, and make the next step easy.

Solution: Match the ask to the relationship stage. New leads get low-commitment asks (confirm appointment). Quoted leads get education (warranty comparisons). Cold leads get re-engagement (did you solve this yet?).

Mistake #4: Generic corporate language

"We wanted to reach out and touch base regarding your recent inquiry about our roofing services." Nobody talks like this in real life. Homeowners ignore emails that sound like marketing automation.

Solution: Write like a human. Reference specific conversations. Use the words homeowners actually use ("valley leak" not "compromised drainage plane").

Mistake #5: No clear next step

"Let me know if you have any questions!" puts all the work on the customer. Make it easy to respond with specific asks and simple reply options.

Solution: End emails with clear, low-friction next steps: "Reply YES if you want the warranty comparison" or "Click here to schedule your free inspection."

Pro tip: Make sure all your marketing emails comply with FTC's CAN-SPAM requirements - include your physical address, clear unsubscribe option, and accurate subject lines. Non-compliance can cost you $50,000+ per violation.

How Email Marketing Connects to Sales Training 🔗

Email marketing for roofers isn't about blasting promotional messages. It's about continuing the conversation you started during the appointment - answering questions, addressing concerns, providing value before asking for the sale.

The same skills that make sales reps effective in person make email marketing effective: listening to what the customer actually said, addressing their specific concerns, providing relevant information instead of generic pitches.

AI-powered role play trains reps to handle objections through practice conversations. Email marketing extends those conversations asynchronously. When a homeowner says "I need to think about it," your rep should know how to respond in person AND via email. The objection handling framework is the same - acknowledge the concern, provide relevant information, reduce friction in the decision.

The 1,000+ objection scenarios reps encounter in roofing sales don't just happen at the kitchen table. Many show up in email responses: "Your price is too high," "I want to wait until spring," "My insurance denied the claim," "I'm getting other quotes." Your email templates should address these objections with the same conversation structure your reps use in appointments.

Email marketing isn't separate from sales training - it's an extension of it. Companies that train their reps to have better conversations AND provide those reps with email templates that continue those conversations see higher close rates than companies that do either one alone.

Your reps need practice handling objections live, practice handling objections via email, and templates they can customize based on the actual conversation they had. That's how email marketing actually drives revenue instead of just filling inboxes.

Want better results from email marketing? Start with better conversations. Your email templates only work if they're based on real objections and real scenarios your reps encounter. GhostRep's AI training platform helps reps practice those conversations before they hit send.