Jobber
A 0→1 launch in a company betting on becoming multi-product
Overview
Jobber helps small home service businesses run their operations (scheduling, invoicing, payments, and more). Campaigns was the first step in a strategic bet to become a multi-product company, expanding beyond operations into growth tools.
Problem
Small service providers had no built-in way to market to existing customers
Service providers were losing repeat business to competitors simply because they had no easy way to stay in touch. The workarounds (exporting reports, wrangling spreadsheets, importing into third-party tools) were enough friction that most just didn't bother. We heard this clearly in churn feedback and sales logs.
Research
What we learned
Across 20+ interviews spanning three phases, a clear pattern emerged: most service providers had never sent a bulk email before. A smaller group were more experienced; having used email marketing products, or had more complex marketing needs. That split shaped every decision that followed: be opinionated and guided enough for the novice, while meeting the expectations of someone who's used a tool like Mailchimp before.
Key Product Decisions
Principles that shaped how we approached the design
01
Lower the barrier to getting started
Many service providers were new to marketing. We focused on making campaign creation feel approachable with guided templates and defaults.
02
Make performance visible and trustworthy
We prioritized clear metrics (opens, clicks, revenue) to help users understand what was working and build confidence.
03
Integrate seamlessly
The Jobber ecosystem is its competitive advantage. We connected Campaigns directly to request forms, online booking, and revenue data, so providers could see ROI without leaving the platform.
Designs
Template selection and smart defaults
We launched with ready-made campaign templates and client segments for providers to choose from, designed for typical scenarios learned from research. This reduced time to first campaign and helped new users get started without needing marketing expertise.
We also ruled out a "Convert new leads" template after testing showed it didn't reflect a realistic use case for this audience (an early example of letting research trim scope).
Flexible content editing
We provided easy-to-use templates that include their branding, making choices simpler. This enabled customization without overwhelming users, balancing flexibility with simplicity.
Tying into the Jobber ecosystem
We ensured service providers could link their campaigns directly to their request form and online booking page in Jobber. We also empowered them with comprehensive insights into campaign performance (revenue and jobs generated as a direct result), so they could assess ROI and make informed decisions for future marketing strategies.
AI-powered "Rewrite" for better messaging
Our journey led us to integrate AI capabilities. Our team had developed a proof of concept to adjust the tone of any input based on specific knowledge of the service provider's business and message objectives. The feature lets providers make content more cheerful, casual, professional, or shorter. Its impact now extends beyond Campaigns, integrating into other areas within Jobber.
Impact
From first send to $17M+ in attributed revenue
Our goal was to make Campaigns easy enough for marketing novices to send their first email with confidence, while still meeting the expectations of providers who'd used tools like Mailchimp before.
60%
of active service providers discovered Campaigns within a quarter of launch
75%
of providers who sent a campaign went on to send more than one within the same quarter
That adoption translated directly into revenue: within 7 weeks of launch, Campaigns generated $17M+ in attributed revenue.
Campaigns also marked Jobber's first move into add-on pricing alongside Reviews, establishing an additional revenue stream and validating a model that paved the way for future paid products.
"Jobber's Campaigns tool is easy to use — I booked four jobs off my first email campaign! I definitely recommend Campaigns to other businesses because I guarantee there is work out there waiting for you."
— Jeff Parks, Blooming Valley Landscape
"I used to spend so many hours manually organizing my client list in a spreadsheet for email marketing and it was maddening. With Campaigns, in one click everything was ready for me and I was able to start sending emails immediately. We got about $25,000 worth of jobs in the first week after sending our campaign.”
- Stephen Jobe, Jobe & Sons Plumbing