In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Zac Garside, president of Prolific Brand Design and renowned email marketing specialist in the home services industry. Together, they unlock honest, actionable insights on why email marketing is often overlooked by contractors, and how revitalizing your approach to this "cockroach of marketing" can nurture relationships, boost operational efficiency, and keep your business top of mind in 2026 and beyond.

The conversation begins with Zac's personal journey—growing up around the trades and witnessing firsthand his father's locksmith business, then journeying into home services via Power Selling Pros and eventually founding his own agency. Zac shares what drew him deeper into the email marketing space, describing the pivotal moment interning at DigitalMarketer where he realized the leverage and immediacy this channel holds for service businesses compared to traditional, resource-intensive lead generation strategies.

Throughout the episode, Jen and Zac dig into the systemic gaps they see in home service marketing stacks. They explore why most contractors underestimate the loyalty and results generated by a warm email list, and offer granular strategies for building, segmenting, and nurturing that list—from service-based customer collection to creative lead magnets and compelling, story-driven content. They also tackle branding, storytelling, and operational best practices, highlighting how the most successful campaigns merge authentic company values with dialed-in offers and real urgency.

With an emphasis on actionable takeaways, Zac opens up about the four main types of emails that drive results, his strong preference for plain-text over HTML emails, and how to harness conversations from the field, myth-busting, education, and scarcity-driven offers to drive both engagement and revenue. Jen draws out the softer side too, talking intentional boundaries, personal connection, and why your brand's emotional resonance and trust factor will always outperform any digital trick. Whether you're a seasoned marketer or home services newcomer, this episode offers a roadmap to building relationships and business resilience without sacrificing authenticity—or your sanity. Timestamps

06:27 Email Marketing's Power Revealed

07:25 "Game-Changing Email Marketing Insights"

12:42 Plain Text Email Strategy

16:51 Email Marketing in Trades Companies

19:26 Boosting Brand Visibility Strategically

21:15 Authentic Branding Foundations

24:44 Email Marketing Consent Guidelines

29:42 "AI Assists with Unfinished Thoughts"

31:47 "Customer Insight Improves Marketing"

36:00 "Grateful for Your Insights"

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

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The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/