Why Most Brisbane Business Owners Are Getting Ignored
I was sitting down with a cabinet maker in Brendale a few weeks ago. He’s a hard worker, does top-tier work, and has a list of about 800 past customers sitting in a spreadsheet. He told me, "I send out an email once a month with my specials, but it feels like I'm shouting into a void. Nobody opens them."
I asked to see his last three subject lines. They were: 1. May Newsletter 2. 10% Off Cabinets 3. Update from [Business Name]
I told him straight: "Mate, if I saw those in my inbox between a bill from Energex and a notification from my kid's school, I’d delete them without thinking twice. You aren't boring, but your emails are."
Most small business owners treat the subject line as an afterthought. They spend an hour writing the email and two seconds on the title. That is a massive mistake. If they don't open the email, they don't see your offer. If they don't see your offer, they don't spend money with you.
This guide isn't about "psychology" in a textbook sense. It’s about how to get a busy person in the suburbs of Brisbane to stop scrolling and click on your name. It's about making sure your hard work actually results in phone calls and bank transfers.
The "So What?" Test
Before you send any email, you need to ask yourself: "So what?"
If you send an email titled "Our New Van," the customer thinks, "So what? I don't care about your van. I care about my leaking tap or my overgrown hedge."
If you change that to "We’ve added a second van to get to your jobs faster," suddenly there is a benefit. You are solving their problem (waiting for a tradie).
Stop Being a Salesman, Start Being a Neighbour
People in Queensland have a very high "bullshit detector." If an email looks like a shiny corporate ad from a big bank or a national retailer, we ignore it. We know it’s just someone trying to take our money.
But if an email looks like it’s from a person—a local business owner they’ve met before—they open it.
I’ve seen this work for dozens of Brisbane businesses. A real estate agent in Ascot stopped using professional "Market Update" titles and started using "Quick question about [Street Name]." His open rates doubled overnight. Why? Because it looked like a personal note, not a generic blast.
Three Simple Rules for Subject Lines That Make Money
1. Curiosity is Your Best Friend
You don't have to tell the whole story in the subject line. In fact, you shouldn't. Your only goal is to get them to click.
Bad: We are having a sale on lawnmowers this Saturday. Better: A quick tip for your lawn this weekend...
When you use the second one, the reader thinks, "What’s the tip? Is my lawn dying? I better check." Once they are inside the email, then you can tell them about the sale on mowers that will make their lawn look better.
2. Use Their Name (But Don't Be Weird About It)
Most email software lets you automatically put the customer's name in the subject line. This works, but don't overdo it. If you use it every single time, it starts to look like a robot wrote it. Use it when you have something truly important or personal to say.
3. Keep it Short for Mobile Phones
Most of your customers are looking at their emails on an iPhone or an Android while they are waiting for a coffee or sitting on the train. If your subject line is too long, it gets cut off.
If your subject line is: "Reminder that our end of financial year sale is finishing this Friday at 5pm so don't miss out!"
On a phone, they see: "Reminder that our end of financial year..."
That’s boring. They won't click. Keep it under 5 or 6 words whenever possible.
The Cost of Getting This Wrong
I hear business owners say all the time, "Email marketing doesn't work for my industry."
Usually, they are wrong. What’s actually happening is they are using a free tool that sends their emails straight to the junk folder, or they are writing boring titles. When you look at email platform costs, you have to realise that "free" often costs you thousands in lost sales because your emails never get seen.
If you have a list of 1,000 past customers and only 100 open your email, you are leaving money on the table. If we can get that to 300 opens just by changing the words in the subject line, you’ve tripled your chances of making a sale without spending an extra cent on advertising.
Real Examples: What to Write Instead
Let’s look at some common Brisbane businesses and how they can fix their emails.
For Tradies (Plumbers, Electricians, Painters)
Don't write: Monthly Maintenance Tips Do write: Is your hot water system about to pop? Why: Fear of a problem is a huge motivator. Nobody wants a flooded garage on a Monday morning.
For Professional Services (Accountants, Lawyers, Brokers)
Don't write: Tax Office Update June 2024 Do write: A mistake I saw on a tax return this week Why: It sounds like a story. People love stories, and they hate making mistakes with the ATO.
For Retail Shops or Cafes
Don't write: New Menu Items Available Now Do write: You have to try the new [Dish Name] Why: It feels like a personal recommendation from a friend.
How to Measure Success (Without the Jargon)
You don't need to be a data scientist. You just need to look at two things: 1. Opens: Did more people look at the email than last time? 2. Money: Did the phone ring? Did people come in and mention the email?
If you want to stop guessing about which of your efforts are actually working, start keeping a simple tally. "We sent the 'Hot Water' email and got 4 service calls. We sent the 'Maintenance' email and got zero."
Common Mistakes to Avoid
ALL CAPS: It looks like you are screaming. Don't do it. Too many emojis: One is fine. Five makes you look like a teenager, not a professional business. False promises: Never use a subject line like "URGENT: Your Invoice" if it's actually just a newsletter. You’ll get the open, but the customer will be pissed off and will never trust you again.
- Being too "Cutesy": Don't try to be a comedian if that's not your personality. Just be helpful.
What Should You Do First?
If you have a list of customers and you haven't emailed them in six months, don't just blast them with a sale. They’ve forgotten who you are.
You can turn your old list into new sales by sending a simple "re-introduction" email.
Try this subject line: "Long time no see / Quick update from [Your Name]"
Inside, just say: "Hi [Name], it's been a while since we worked on your place in [Suburb]. Just wanted to check in and see if everything is still running smoothly. If you need anything, give me a buzz."
That's it. No hard sell. Just being a local business owner looking after his customers. You'll be amazed at how many people reply with, "Actually, I was just thinking about calling someone for..."
Summary of Quick Wins
1. Personalise it: Use their name or their suburb. 2. Create urgency: Use "Today only" or "Last few spots" (but only if it's true). 3. Ask a question: Questions naturally make people want to find the answer. 4. Be human: Write like you talk.
Marketing doesn't have to be complicated. It’s just about communicating clearly with people who already know, like, and trust you.
If you’re too busy running your business to worry about subject lines and email lists, that’s where we come in. At Local Marketing Group, we help Brisbane businesses grow by handling the stuff you don't have time for—so you can focus on the work you actually enjoy.
Ready to get more customers without the headache? Contact Local Marketing Group today and let’s chat about how we can get your phone ringing.