Problem: a window and door specialist in Italy builds up dozens of client contacts over the years, then loses touch with 90% of them once the work is done.
Solution: an automatic monthly newsletter that takes 2 hours to write and runs on autopilot.
Result: more referrals, repeat work and a client list that reactivates regularly.
The hidden capital every window specialist already has
In 10 years of business, a window and door specialist makes contact with hundreds of clients: private homeowners, builders, architects, project managers. All of them left their name, email or at least their number in your phone.
These people know you. They worked with you, visited your showroom, saw your quality. They're the most valuable marketing asset you have. Because it's far easier to sell to someone who knows you than to a stranger.
Yet what happens with these contacts? Nothing. The job ends, maybe a thank-you WhatsApp at the end, and then silence. Until the next job, if it ever comes.
The automatic newsletter is the simplest way to keep these contacts alive without having to think about it every week.
What actually makes a window specialist newsletter work
Before we talk about the technical side, let's settle one thing: what should you write about?
The most common mistake is to write about the business: new products, offers, discounts. These topics don't interest the client. What interests them is their world, their problems, their news.
Three content types that genuinely work for a window specialist newsletter.
1. Before and after (case study)
One project with 3-4 before photos, 3-4 after photos and a short description: the client's problem, the solution chosen, the result. 200 words. 15 minutes to write.
Why it works: it's concrete. The reader sees what you did and can imagine whether something similar might be useful for them. And it's not advertising, it's a report.
2. A useful tip
Not "why our windows are the best." But "3 things to check when maintaining wooden windows" or "how to know if a double glazing unit needs replacing."
These pieces position you as the expert. The reader thinks: "This person knows what they're talking about." And when they need work done, they call the expert, not just anyone.
3. Industry or regulatory news
Tax deductions for renovations, standards changes, innovations in energy efficiency: topics that matter to your client and on which you're better informed than they are. One paragraph on current news shows you're on top of things.
The technical setup in 4 steps
You don't need to know how to code. You need two inexpensive tools and 3 hours for the initial setup.
Step 1: choose a newsletter platform
Brevo (free up to 300 emails/day), MailerLite (free up to 1,000 contacts) or Mailchimp (free up to 500 contacts). All work fine. Start with the free plan.
Step 2: create a template
A simple template you reuse every month:
- Logo and company name at the top
- Main article (before-after or tip)
- Small section with news or offers
- Clearly visible call to action ("Call us for a free quote")
- Contact details and unsubscribe link
You create the template once and use it forever. You only need to change the content.
Step 3: import your contacts
Look in your phone, the old spreadsheet, the accounting software: all clients from the past 5-10 years. Import them into the platform. Even if you only have 50 contacts, start.
Important: before sending the first newsletter, send a message explaining that you're starting a monthly newsletter and giving people the option to unsubscribe. This is important both for data protection compliance and for the quality of your list.
Step 4: set up automation
On most platforms you can schedule automatic sending on the first Monday of the month. You write it in the last week of the previous month and schedule it. That's all there is to it.
| Task | Time |
|---|---|
| Initial platform and template setup | 2-3 hours (once) |
| Writing the newsletter (monthly) | 45-60 minutes |
| Importing and managing contacts | 1 hour (once, then occasional) |
| Reading the results | 10 minutes per month |
So: 3 hours once, then 1 hour per month. Manageable for anyone, including the busiest operators.
Create your newsletter automatically with BAU Agent
BAU Agent suggests content for your monthly newsletter and sends it on the scheduled date. You review and approve. The newsletter runs even when you're on site.
See how it worksMade
How to build the list when you only have a handful of contacts
Collect at the site visit. When someone requests a visit or a quote, ask for their email address. Not randomly, systematically. Explain that you occasionally send useful information.
Import old invoices. In your accounting software you have the email addresses of clients from past years. Import them.
Add a sign-up to the website. A simple form on the site with "Sign up for practical tips for your home." Nothing complicated.
Ask existing clients. A WhatsApp to the clients you worked well with: "I'm starting a monthly newsletter with useful tips. Can I add you?" 3 in 10 will say yes.
Within 6 months you'll have 100-200 contacts. From 200, results start to show.
What results to expect
They're not spectacular at first. But they accumulate.
A window specialist in the Vicenza area with 180 contacts has been sending their newsletter for 8 months. Open rate: 32% (the industry average is 25%). Over those 8 months: 7 direct enquiries from people reactivated after years, 3 referrals from contacts who didn't know an acquaintance needed help, and 2 jobs from people who had been on the list for years and finally took the step.
Results from a tool that takes 1 hour a month.
The biggest mistake you can make with a newsletter
Stopping. Sending one or two editions and then disappearing.
The newsletter is a medium-to-long-term tool. The first 3-4 months you see little. From month 6, results start coming in. Twelve months after starting, it's one of the strongest tools you have, because you've built a warm and unique list.
Patience is the card most people don't play. And that's exactly why it's a major competitive advantage for those who stick with it.
If you want to start with a newsletter and don't know how
Book 30 minutes with us. We'll show you step-by-step how to set it up, what to write and how to automate it so it takes no more than an hour a month. No commitment, no cost.
You might also be interested in
Word of mouth in construction: how to turn it into a system
Organic word of mouth is great but unreliable. Here's how to actively collect qualified testimonials and spread them across all channels, building a steady stream of social proof.
Construction marketing: why you should do it even when you're busy
Plenty of work on and thinking you don't need marketing? Right now is exactly the best time. Here's how to use it to select better clients and raise your prices.
CRM for window and door companies: why Excel is no longer enough
Still managing your clients with Excel and sticky notes? Here's why a sector-specific CRM changes commercial productivity — and how to choose the right one.