Email marketing on ServiceTitan: what Marketing Pro costs and where it stops

Pull up your last ServiceTitan invoice and find the line for Marketing Pro.

Whatever that number is, part of it buys you an email tool. Nobody can tell you exactly what part, because Marketing Pro is sold as a bundle and there’s no published price for any of it.

This page is about that slice of the bill. Not ServiceTitan itself. ServiceTitan is a serious platform, and the shops running it well aren’t shopping for a replacement. The question here is narrower. When your customer database is the asset you’re trying to work, is the email tool inside Marketing Pro the right place to work it from?

For a lot of shops, the answer is yes for a while. Shops that get serious about email tend to outgrow it.

Good news first

The data is the best thing about it.

Audiences in Marketing Pro build from live ServiceTitan records and stay current on their own. Everyone with an unsold estimate over $3,000. Every account with equipment past twelve years. Every customer you haven’t touched in eighteen months. The list updates itself as jobs close and equipment gets replaced.

That matters more than most marketers admit. A lot of email problems at contractor shops aren’t creative problems. They’re data problems, and Marketing Pro handles the data problem by never letting the data leave the building.

The full bundle covers email, SMS, direct mail, reputation management, and digital ads, all in the platform you already log into. If email is one of several things you do and you want it all under one login, that’s a defensible setup, and you should keep it.

What Marketing Pro costs

Here’s the honest version.

ServiceTitan doesn’t publish pricing on anything. Not the base platform, not the Pro products. Every number below comes from software companies and consultants who have written about ServiceTitan’s pricing, and several of them sell alternatives to it, so read them with that in mind. None of them break out the email piece, because it isn’t sold on its own.

Base ServiceTitan runs roughly $245 to $398 per technician per month, according to QuoteIQ and Projul, with some estimates reaching $500 per tech. Implementation lands somewhere between $5,000 and $50,000 depending on how much history gets migrated, and twelve months is the standard term.

Marketing Pro is where the reporting gets messy:

So the reported range runs from about $400 to over $2,000 a month, and the spread says more about how hard this is to pin down than about any one shop. If you’re inside ServiceTitan right now, you already know where you land.

One finding isn’t a range, and it’s the one that should bother you. There’s no documented email-only tier. Want the email tool? You buy SMS, direct mail, reputation management, and digital ads with it. Some shops use all of that. Plenty pay for five things and use one.

Add Phones Pro on top, and PipelineOn puts the combined add-ons at 30 to 60 percent above the base bill. That’s the number to weigh against what the email tool actually does.

Where the email tool stops

None of this is hidden. Most of it sits in ServiceTitan’s own help docs. It just never gets framed as a buying decision, because help docs describe features, and nobody writes the sentence “this is where you outgrow us.”

Send speed. ServiceTitan’s campaign docs say it limits sending to a few hundred emails per hour, so a big campaign goes out over several hours. New accounts also start in a warmup period that limits daily volume while your sending reputation builds. If you’ve got eleven thousand customers and a storm just came through, an hourly limit isn’t an abstract problem.

The editor and the automations. PipelineOn’s review says the editor feels dated, the automation triggers are limited, and shops doing serious email work tend to outgrow Marketing Pro within a year. That’s one reviewer’s opinion, but it’s a specific one. Custom HTML goes in one content block at a time, and ServiceTitan’s FAQ steers you toward its drag-and-drop elements rather than pasted-in HTML.

No documented A/B testing. ServiceTitan’s help docs don’t describe a split-testing feature for Marketing Pro email. You can run two campaigns and compare them by hand. That isn’t the same thing, and around the fourth time you do it you’ll quit bothering.

Your mail goes out from ServiceTitan’s domain. On the original Marketing Pro, ServiceTitan’s settings docs say marketing email is sent from a subdomain like yourcompany.servicetitanmail.io, which is ServiceTitan’s domain, not yours. The newer version’s docs don’t spell it out, and a dedicated sending IP isn’t documented, so don’t count on one until someone at ServiceTitan puts it in writing.

That last one deserves its own sentence. Deliverability isn’t a feature you notice working. It’s a thing you find out was broken three months after it broke, when you look at a flat open rate and realize a big part of your list stopped seeing you. When your mail goes out from your own authenticated domain, the sending reputation you build belongs to you.

To be fair to Marketing Pro, reporting isn’t on this list. ServiceTitan ties email campaigns to jobs and revenue, which is the number your GM actually cares about, and that’s a real strength.

The Follow Up tab is telling you where the money is

If you’ve never spent an afternoon in the Follow Up tab, do that before you read further.

ServiceTitan groups your open revenue into categories. Unsold estimates. Sold estimates that never got booked. Expiring memberships. Expiring credit cards. Unpaid invoices. Recurring service events nobody scheduled. Every one of those is a list of customers who already said yes to something, or nearly did.

The number that should stop you comes from ServiceTitan’s own Follow-Ups 101 webinar recap. By ServiceTitan’s data, only 37 percent of in-home sales opportunities convert on the spot. The majority depend on follow-up.

37% 63%

Convert on the spot Depend on follow-up

Other sources point the same way. FieldPad, a field service software company, benchmarks solo HVAC shops at 55 to 65 percent close on repair estimates and 25 to 40 percent on replacements. The bigger the ticket, the more of it gets decided later. Hatch, which sells follow-up software to contractors, says it takes eight to twelve touches to close 80 percent of deals.

Eight to twelve touches. Think about what your shop actually does. Somebody calls twice, maybe sends a text, and the estimate goes cold.

The Follow Up tab surfaces the opportunity accurately. It hands you the list. It doesn’t make the eight to twelve touches for you, and that’s the work. So the question isn’t whether the Follow Up tab is good. It’s whether the email tool bolted to it is good enough that your team will still be running sequences off it a year from now.

The one that stings: sold but unbooked

There’s a category in that tab a lot of shops never open. Sold estimates that never got on the schedule.

The customer said yes. They agreed to the price. Somebody was supposed to call and put it on the board, and then a callback came in, or the tech got pulled to an emergency, or the job quietly fell through the cracks of a busy week. Nobody canceled anything. It’s money you already won, sitting in a list, aging.

Sold, not booked Biggest first

Dana R.Heat pump replacement · sold 19 days ago$14,200

Joe K.Ductless mini split · sold 31 days ago$6,100

Marcus T.200-amp panel upgrade · sold 12 days ago$4,850

The EllisonsWater heater swap · sold 26 days ago$2,975

Priya S.EV charger install · sold 8 days ago$2,340

That’s the purest version of the problem this whole page is about, and it costs you nothing to fix except the follow-up itself.

ServiceTitan’s 2025 Residential Industry Report found that 47 percent of contractors above $10 million in revenue generate 11 to 15 percent of their income through estimate follow-up. Not new leads. Not ads. Follow-up on work that was already in the building.

If you run service agreements, the expiring credit card category deserves the same attention, because a card that expires quietly cancels a customer who never decided to leave. Plenty of electrical shops don’t run agreements, so that one matters more on the HVAC and plumbing side.

Why the database is worth this much attention

A few numbers that hold up.

Email returns about $36 for every $1 spent, according to Litmus.

Selling to an existing customer works 60 to 70 percent of the time. A new prospect is 5 to 20 percent. A lapsed customer, somebody who used you once and drifted, sits at 20 to 40 percent. Those figures come from a study by the research firm Marketing Metrics, as cited in Jill Griffin and Michael Lowenstein’s book Customer WinBack.

Acquiring a new customer costs 5 to 25 times more than keeping one, depending on which study you believe. That’s how Amy Gallo put it in Harvard Business Review, and it’s the whole argument in one line.

Here’s the part that applies to every trade, agreements or not. A lot of residential work is episodic. A panel upgrade, then nothing for four years. One HVAC marketing agency sets the healthy target at 40 to 60 percent of customers coming back within 18 months, which means even a well-run shop loses a big share of its customers between jobs. In that gap, a homeowner who doesn’t hear from you calls whoever shows up first in search, and that’s a coin flip you paid to enter.

What the three options cost side by side

Read that carefully, because the columns aren’t measuring the same thing.

Marketing Pro’s price covers email plus several other products. Use all of them and the math can look fine. Klaviyo is software with nobody running it, so add your own hours or an agency retainer. Our fee covers the strategy, the writing, the sending, and the reporting. The Klaviyo account is in your name and you pay Klaviyo directly, so you own the platform and your list no matter what. That’s also why our fee stays flat while the software cost grows with your list. Klaviyo bills on active profiles, and the prices above come from its public calculator.

The program also has a one-time $3,500 build fee. It covers month one, when we connect ServiceTitan, clean and migrate your list, design your templates, and build the automations. Months two through twelve are $1,299 each. Rather pay once? $15,000 up front covers the build and all twelve months, and saves you $2,789.

The comparison that matters isn’t price against price. It’s price against what actually gets sent. A tool nobody has time to run sends four campaigns a year and no follow-up. Our program sends one custom email every month, runs the always-on flows underneath it, including estimate follow-up, and reports what it booked.

Capability, tool against tool

That last row is the honest cost of leaving. You trade native, always-current audiences for a sync somebody has to set up and maintain. Worth knowing before anyone tells you the move is free. If you work with us, keeping that sync running is our job.

Can you get your list out?

Yes.

ServiceTitan has a documented API covering customers, jobs, estimates, invoices, equipment, and memberships. You can push that into Klaviyo directly, or use the Zapier connection between ServiceTitan and Klaviyo, which triggers on new customers, estimates, invoices, jobs, and equipment. Pipedream does the same job with more control over the data.

ServiceTitan stays your system of record. Dispatch, invoicing, and reporting don’t change. Email just runs somewhere better.

One piece of advice that applies to every platform, ours included. Ask how data export works, get the answer in writing, and keep it.

What has to be true before your first send

Skipping this is how shops end up in spam folders.

CAN-SPAM. The FTC’s compliance guide requires accurate header and sender information, a subject line that matches the message, a clear notice that the message is an ad, a valid physical postal address in every email, and a working opt-out. Opt-outs have to be honored within ten business days, and the opt-out has to keep working for at least thirty days after the send. Penalties reach $53,088 per email. Announcing a new service to former customers is a commercial message, so it counts.

Gmail and Yahoo sender rules. If you send more than 5,000 messages a day to Gmail addresses, Google’s sender guidelines require SPF, DKIM, and DMARC on your domain, one-click unsubscribe, and a spam complaint rate under 0.3 percent, with under 0.1 percent as the real target. Yahoo doesn’t publish a volume threshold, and it expects unsubscribes to be honored within two days.

Authentication is the piece most shops get wrong, because it lives in DNS, and DNS lives with whoever built the website four years ago. If you’ve never checked whether your domain has a DMARC record, there’s a decent chance you’re sending unauthenticated mail right now.

What switching does and doesn’t do

If you move your email off Marketing Pro, here’s what you get and what you don’t.

You get sends that aren’t capped at a few hundred an hour, real automation, split testing, revenue reporting by campaign, and mail that goes out from your own domain. You get email that can actually run the eight to twelve touches the Follow Up tab is asking for.

You don’t get a replacement for ServiceTitan, and you shouldn’t want one. You also take on a sync to maintain, and you give up the native, always-live audiences. If you’re only sending four campaigns a year, none of this is worth the disruption, and you should stay put.

So is Marketing Pro worth it?

We built The Stewardship Program for the second group, and it works with ServiceTitan today. It replaces the email lane and nothing else. ServiceTitan keeps running your business. We run your customer database: one custom email a month, the always-on flows underneath it, and follow-up on your estimates, including the sold jobs that never made it onto the schedule. Every month you get a plain report with revenue by campaign.

Want to see what your list does before committing to anything? Start with a $599 trial send. One email, your list, real numbers. The full pricing breakdown is on our homepage.