Your Best Customers Are Hiding in Plain Sight
I want you to take a second and think about your customer list. Whether it’s sitting in an Excel sheet, a CRM, or just a pile of invoices from two years ago, that list is the most valuable asset in your business.
But here is the reality for most Brisbane business owners: about half the people on that list haven't spent a cent with you in over twelve months.
They’ve gone quiet. They’ve stopped opening your updates. They’ve become 'ghosts'.
Most owners I talk to in places like Chermside or Coorparoo make the same mistake. They get obsessed with finding new customers. They spend a fortune on Facebook ads or letterbox drops trying to convince strangers to trust them. Meanwhile, they’re sitting on a goldmine of people who have already handed over their credit card once before.
Winning back an old customer is ten times cheaper than finding a new one. In this guide, I’m going to show you how to stop the 'ghosting' and turn those silent names back into ringing phones and fresh bookings. We’re going to look at the common mistakes that kill your chances of success and how to do this properly without looking like a desperate pest.
Mistake #1: The "Hard Sell" Out of Nowhere
Imagine you haven’t spoken to a mate in three years. Suddenly, they call you up and the first thing out of their mouth is, "Hey, do you want to buy this lawnmower off me?"
You’d hang up. It’s weird, it’s rude, and it’s a bit desperate.
Yet, this is exactly what small businesses do with their email lists. They ignore their customers for six months, and then suddenly blast out a "10% OFF EVERYTHING TODAY ONLY" email.
What happens? People hit the 'spam' button.
When people mark your emails as junk, Google and Outlook start to think you’re a nuisance. Eventually, your emails don't even make it to the inbox of your good customers. If you want to avoid this, you need to understand how to stop emails going to junk so you actually get seen by the people who want to hear from you.
The Fix: The "Helpful Check-in"
Instead of a hard sell, start with a value-based check-in. If you’re a plumber, send a quick note about how to prepare pipes for a Brisbane summer storm. If you run a hair salon, send a tip on keeping hair healthy in the humidity. Remind them why they liked you in the first place before you ask for their money.Mistake #2: Blasting Everyone with the Same Message
I see this all the time with local tradies and retail shops. They have one big list and they send the exact same email to everyone on it.
If I bought a set of tyres from you last month, I don’t want an email today asking me if I need new tyres. It makes you look like you don’t know who I am. It makes your business look disorganized.
Successful Brisbane businesses treat different customers differently. You should have a different message for: 1. People who bought from you last month (The "Keep 'em Happy" group). 2. People who haven't bought in 6 months (The "Gentle Reminder" group). 3. People who haven't bought in 2 years (The "Last Chance" group).
If you stop blasting everyone and start sending messages that actually matter to the person reading them, your results will skyrocket. It’s not about sending more emails; it’s about sending smarter ones.
Mistake #3: Ignoring the "Lurkers"
Not everyone who stops buying has stopped liking you. Some people are 'lurkers'. They open your emails, they read your tips, but they just haven't had a reason to book a job or buy a product lately.
If you delete these people because they haven't bought anything in a year, you’re throwing away money.
The Strategy: Use a "Re-engagement Sequence". This is a series of 3 simple emails designed to see if they are still alive.
Email 1: "Is everything okay?" – Just asking if they still want to hear from you. Email 2: "We missed you - here's something useful." – A tip or a small gift (like a free guide or a $10 voucher).
- Email 3: "Should we say goodbye?" – A polite note saying you’ll remove them from the list if they don't click a link.
Mistake #4: Using "Free" Tools That Cost You Thousands
I get it. When you’re starting out, you want to save every cent. You go for the free version of a popular email tool. But as your business grows, those "free" tools start to hide your emails from your customers or charge you massive fees the moment you add one extra person to your list.
I’ve seen Brisbane business owners lose thousands in potential sales because their "free" tool sent their big Christmas promotion straight to the junk folder. You need to be aware of the email platform costs and whether your current setup is actually making you money or just saving you a few dollars a month while costing you a fortune in lost sales.
How to Start Winning Back Customers Today
You don't need to be a tech genius to do this. Here is a simple 4-step plan you can start on Monday morning:
1. Export your list
Get every customer email you’ve ever collected into one spot. If it's on paper invoices, pay a local uni student to type them into a spreadsheet for you. It's worth the $100.2. Identify the "Ghosts"
Tag anyone who hasn't opened an email or bought something in the last 6 months. These are your targets.3. Send the "Are You Still There?" Email
Keep it plain text. No fancy logos, no big images. Just: "Hi [Name], it’s been a while since we saw you at the shop/on the job site. Just wanted to make sure you’re still getting our updates and see if there’s anything we can help with? Cheers, [Your Name]."4. Offer a "Welcome Back" Reason
For those who reply or click, give them a reason to come back. Not just a discount, but perhaps a "Preferred Customer Check-up" or a priority booking slot. People in Brisbane value service and reliability over a 5% discount any day.The Bottom Line
Your old customers are your biggest opportunity. They already know your face, your brand, and your quality. Don't let them drift away to a competitor just because you forgot to say hello.
If you're too busy running your business to set this all up, that's where we come in. At Local Marketing Group, we help Brisbane businesses stop the leaks in their bucket. We set up the systems that automatically talk to your customers so you can focus on the actual work.
Ready to get those phones ringing again? Contact us at Local Marketing Group and let’s see how much money is sitting untouched in your old customer list.