Get More Repeat Customers Without Cutting Your Prices

Why Most Shop Owners Hate Email (And Why They’re Wrong)

I was sitting down with a boutique owner in Paddington last month, and she said something I hear almost every week: "I don’t want to annoy my customers. I hate getting spam, so why would I send it?"

Here’s the cold, hard truth: If you aren't emailing your customers, you are leaving money on the table for your competitors to pick up.

Most small business owners think email marketing is about sending those annoying, flashy newsletters from big department stores that go straight to the bin. It’s not. For a local Brisbane shop, email is about one thing: reminding people you exist so they spend money with you again.

Think about the last person who walked into your shop, bought something, and left. Do you have a way to reach them tomorrow? Next week? When you have new stock? If the answer is no, you’re stuck in a cycle of constantly hunting for new customers, which is the most expensive way to run a business.

In this guide, I’m going to show you how to do email marketing that actually puts money in your till, without you spending hours behind a computer screen.

The Three Ways to Do Email (And Which One Wins)

Not all email strategies are created equal. I’ve seen Brisbane businesses try all three of these. Two of them are a massive waste of time. One of them is a goldmine.

1. The "Spray and Pray" Method

The Result: It’s boring. People unsubscribe because the content isn't relevant to them. You end up running sales that lose money because you're discounting for people who would have paid full price anyway. It’s a lot of effort for very little reward.

2. The "Over-Complicated" Method

The Result: You spend three weekends trying to figure out the software, get frustrated, and give up before you ever send a single email. You’ve wasted time you could have spent on the shop floor, and you still haven't made a sale.

3. The "Helpful Neighbour" Method (The Winner)

The Result: Customers feel like you’re looking out for them. They show up. They buy. It’s low stress and high profit.

Step 1: Getting the Email Address (Without Being Creepy)

You can’t send emails if you don’t have addresses. But please, stop using those "Join our newsletter" pads on the counter. Nobody wants to join a newsletter. They want a benefit.

I worked with a gift shop in Bulimba that struggled with this. We changed their approach. Instead of asking people to "join a list," the staff started saying: "If you give us your email, we’ll send you a digital copy of your receipt, and we’ll let you know the next time we get this specific brand in stock."

Their sign-up rate tripled overnight. Why? Because it was helpful.

Actionable Advice: Give them a reason to sign up that isn't just a discount. - "Be the first to see our new seasonal arrivals." - "Get invited to our after-hours shopping nights." - "We'll keep your sizes on file so your husband/wife knows what to buy you for Christmas."

If you can turn every visitor into a customer by capturing their details, you’ve already won half the battle.

Step 2: What Do You Actually Say?

This is where most shop owners get stuck. You don’t need to be a professional writer. In fact, the more you sound like a real person, the better.

Imagine you’re talking to a regular customer across the counter. What would you tell them?

- The "New Arrival" Email: "Hi [Name], I remember you liked our linen range. We just got a new shipment in from Melbourne this morning and there are some gorgeous navy pieces I thought you’d love. Drop in this week if you want to have a look before they go on the rack." - The "Education" Email: "A lot of people have been asking how to keep their timber boards looking new. Here are the three things we do in the shop..." - The "Local Event" Email: If there's a street fair or a local festival, tell them! You can turn local events into sales by inviting your email list to stop by your shop for a glass of water or a quick chat while they're out.

The Golden Rule: For every three emails where you're helpful or interesting, you're allowed to send one that is a direct "buy this now" pitch. If you only ever ask for money, people will stop opening your emails.

Step 3: Stop Worrying About "The Best Time to Send"

Marketing people love to argue about whether Tuesday at 10:00 AM is better than Thursday at 2:00 PM.

For a small business owner in Brisbane, it doesn't matter. The "best time" to send an email is when you actually have time to sit down and do it. Whether that’s Sunday night on the couch or Monday morning before you open the doors—just send it.

Consistency beats timing every single day of the week. If you send one email a month, every month, you will see more results than the person who sends five emails in one week and then goes silent for half a year.

The Reality Check: What Will This Cost?

Let’s talk brass tacks. You don’t need to spend a fortune on this.

1. Software: Most platforms (like Mailchimp or Klaviyo) are free or very cheap (under $30/month) until you have a few thousand people on your list. By the time you’re paying for it, the sales you're making should cover the cost ten times over. 2. Time: You should spend no more than 30 minutes a week on this. If it’s taking longer, you’re overthinking it. 3. Photos: Don’t hire a photographer. Use your phone. Take photos in natural light near the front of your shop. Real photos of real products in a real Brisbane shop work better than polished, fake-looking studio shots anyway.

Why Email Beats Social Media

I see so many shop owners spending hours every day on Instagram. They post photos, they film reels, they reply to comments. And for what?

When you post on social media, you’re at the mercy of an "algorithm" (sorry, I used a big word—basically, a computer program that decides who sees your stuff). Usually, only about 5% of your followers even see your post.

You need to stop wasting time on Instagram if it isn't actually ringing the till.

With email, you own the list. When you hit "send," that message goes directly into your customer’s pocket. They might not buy today, but they saw your name. You stayed "top of mind." Next time they need a gift or a new outfit, you're the first place they think of.

Common Mistakes to Avoid

- Buying Lists: Never, ever buy a list of email addresses. It’s a waste of money and most of them are fake anyway. Only email people who have actually interacted with your business. - Being Too Formal: You aren't a bank. You're a local shop. Use "I" and "we." Use people's names. Be friendly. - Not Having a Link: If you want them to buy something online, give them a link. If you want them to come into the shop, give them your address and opening hours. Don't make them work for it.

How Long Until You See Results?

Email is a slow burn that turns into a roar.

- Month 1: You’ll probably feel awkward. You might get one or two people come in saying "I saw your email." - Month 3: You’ll start to see a bump in your quiet periods. You’ll notice that on the days you send an email, your daily takings are 20% higher. - Month 6: This becomes your "secret weapon." If you have a slow week, you can send a quick update about a new product and literally watch the customers walk through the door the next day.

What Should You Do First?

If you’re starting from zero, here is your game plan for this week:

1. Pick a tool. Don't spend days researching. Just pick one and move on. 2. Start collecting. Every person who buys something this week should be asked for their email address. Give them a genuine reason to give it to you. 3. Send your first email. Don't try to sell anything. Just say: "Hi, it's [Your Name] from [Shop Name]. We're starting a small email list to keep our regulars updated on what's happening in the shop. Thanks for being a customer!"

That’s it.

I’ve seen this work for a hardware store in Coorparoo and a high-end fashion boutique in the City. The industry doesn't matter; the relationship does. People like buying from people they know, like, and trust. Email is just the tool that helps them remember why they like you.

Running a retail business in Brisbane is tough enough with rising rents and big online competitors. You need every advantage you can get. Stop chasing strangers on the street and start talking to the people who have already shown you they like what you do.

Need help getting your shop’s marketing sorted? At Local Marketing Group, we help Brisbane small businesses get more customers and more sales without the headache. If you want someone to just handle this for you so you can get back to running your shop, let's have a chat.

Contact Local Marketing Group today