Why Most Brisbane Business Owners Are Getting Email All Wrong
If you’re running a plumbing business in Coorparoo or a law firm in the CBD, you’ve probably been told that email marketing is a 'gold mine.' So, you sit down, write a newsletter, send it out to your list, and... nothing. No phone calls. No new bookings. Just a few unsubscribes and a lot of wasted time.
You might think the problem is your offer, or your business, or that 'nobody reads email anymore.'
I’m here to tell you that’s rubbish. The problem is almost always your subject line.
Most of what you read online about subject lines is written by marketing 'gurus' who have never had to meet a payroll or deal with a grumpy customer on a Tuesday morning. They tell you to use emojis, or 'power words,' or to keep things under 40 characters.
At Local Marketing Group, we’ve looked at the data from thousands of emails sent by real Brisbane businesses. The reality is much simpler—and much more profitable—than the experts lead you to believe. This guide is going to bust the myths that are costing you money and show you exactly how to get your emails opened so you can actually grow your business.
Myth #1: You Need to Be 'Creative' or 'Catchy'
This is the biggest lie in marketing. Small business owners often feel they need to be amateur copywriters or comedians to get attention.
The Reality: Your customers are busy. They are checking their phones while waiting for a coffee at a cafe in Paddington or sitting in traffic on the Gympie Arterial. They don’t want to solve a riddle. They want to know: Is this for me, and is it worth my time?
When you try to be 'catchy,' you usually end up being vague. Vague emails get ignored.
I worked with a landscaper in Carindale who used to send emails with subject lines like: "A Fresh Start for Spring!"
Nobody opened them. Why? Because it sounds like junk mail. It doesn't tell the customer what they get. We changed his subject line to: "$200 off retaining walls - bookings for October."
His phone started ringing within twenty minutes.
The Lesson: Clarity beats cleverness every single time. If you have a sale, say it’s a sale. If you have a tip to save money on electricity, say that. Don't make them guess.
Myth #2: Short Subject Lines are Always Better
You’ve probably heard that because people use phones, your subject line has to be three words long.
The Reality: While it’s true that your website works on phones and people read emails on the go, the length of the subject line matters far less than the relevance of the words.
If a subject line is long but contains information the customer cares about, they will read it. If it’s short but boring, they’ll swipe left and delete it.
Data shows that 'mid-length' subject lines often perform best for local service businesses because they provide enough context to prove you aren't a robot or a scammer.
Bad (Too short): Checking in. Bad (Too long/vague): We wanted to reach out to our valued customers in the Brisbane area to let you know about our new seasonal updates. Good (Specific): Your 6-month pest control service is due (15% discount inside).
Myth #3: Emojis Make You Look 'Modern'
Some marketing agencies will tell you that adding a 🚀 or a 🔥 will increase your 'engagement.'
The Reality: For most professional services—think accountants, lawyers, or even high-end tradies—too many emojis make you look like a teenager or a scammer.
In our experience with Brisbane businesses, emojis can actually trigger 'spam filters' in people's brains. We’ve been conditioned to associate excessive emojis with 'Get Rich Quick' schemes and offshore scams.
If you’re a party supply shop in Fortitude Valley, a balloon emoji might work. If you’re a mechanic in Geebung, just tell me when my car is ready. Don't overcomplicate it.
The Psychology of the 'Open': What Actually Works?
To get someone to open an email, you have to tap into one of three basic human drivers: Self-interest, Curiosity, or Urgency.
1. Self-Interest (The 'What's In It For Me?' Factor)
This is the most reliable way to make money. You tell the customer exactly how you are going to save them money, save them time, or fix a problem."How to stop your pipes bursting this winter" "30% off all floor tiles until Saturday" "Your tax return checklist for 2024"
2. Curiosity (The 'Open to Find Out' Factor)
This is trickier. If you overdo it, people feel tricked (clickbait). But if you do it right, it works incredibly well."The mistake most Brisbane homeowners make with their roofs" "Why we stopped using [Product Name]"
3. Urgency (The 'Don't Miss Out' Factor)
This only works if the urgency is real. If you say "LAST CHANCE" every Tuesday, people will stop believing you."Only 2 spots left for pre-Christmas cleans" "Price rise starts Monday - lock in your rate now"
The 'From' Name: The Secret Ingredient
Before someone even reads your subject line, they look at who sent the email.
If your 'From' name is "Admin" or "Sales Department," you’ve already lost. People buy from people.
If you are a solo operator or the face of your business, use your name. "John from Brisbane Plumbing" is much better than "BP Services Pty Ltd."
This builds trust. When a name they recognise pops up in their inbox, they are 10x more likely to open it, regardless of what the subject line says.
How to Measure Success (Without the Jargon)
Forget about 'open rates' and 'click-through rates' for a second. Those are just numbers on a screen. The only metrics that matter to a small business owner are:
1. Did the phone ring? 2. Did people reply with questions? 3. Did we make more sales than we spent on the email?
If you aren't seeing these results, you might be spending money on platforms that aren't actually helping you grow. You need to focus on sending emails that actually sell rather than just 'blasting' your list with generic nonsense.
Your Action Plan: What to Do First
You don't need a 50-page strategy. You just need to start doing the basics right. Here is what I’d tell a mate to do if they wanted to see results by next week:
1. Look at your last 3 emails. Were the subject lines about you or about the customer? If they started with "Our newsletter" or "We are proud to announce," you're doing it wrong. 2. Pick one offer or one helpful tip. Write a subject line that is boringly clear. Example: "How to get your bond back (Cleaning Checklist)."* 3. Send it to your list on a Tuesday or Wednesday morning. Avoid Monday (too busy) and Friday afternoon (already at the pub). 4. Check your 'From' name. Make sure it’s a person’s name or a very recognisable business name.
Is Email Marketing a Waste of Money?
Most people think it is because they’ve been doing it wrong for years. They buy a list of random emails (never do this, it’s a waste of money), send boring content, and then wonder why they don't get any customers.
When done right, email is the cheapest way to get more work from your existing customers. It costs almost nothing to send an email to someone who has already bought from you.
If you’re a tradie, a simple email every 6 months can keep your schedule full of repeat business without you having to spend a cent on expensive Google or Facebook ads.
Summary: Stop Overthinking and Start Selling
Marketing doesn't have to be a mystery. You don't need to understand the 'algorithm' to know that if you offer someone something they want, in a way that is easy to understand, they will probably buy it.
Stop trying to be a marketing genius. Just be a helpful local business owner.
Need help getting your phone to ring? At Local Marketing Group, we help Brisbane businesses stop wasting money on marketing that doesn't work and start getting real results. If you want us to take a look at your emails or your overall strategy, get in touch with us here.