Why Most Brisbane Businesses Leave Money on the Table
I’ve sat down with hundreds of business owners from Chermside to Logan, and almost all of them make the same expensive mistake. They spend a fortune on ads and SEO to get a new customer, and the moment that customer taps their card or pays the invoice, the relationship ends.
If you aren't talking to your customers after they buy, you are burning money.
Think about it: it is five to ten times more expensive to find a new customer than it is to get an old one to come back. If you’re a plumber, a mechanic, or a shop owner, your biggest asset isn't your tools or your stock—it's your list of past customers.
Setting up an automatic sequence of emails that goes out after a purchase is like hiring a 24/7 salesperson who never sleeps, never asks for a pay rise, and never forgets to follow up. In the marketing world, they call this a "post-purchase sequence," but I call it the "Repeat Business Machine."
The Goal: Turn One Sale Into Three
Most business owners think the job is done when the product is delivered or the service is finished. It’s not. The goal of these emails is simple: 1. Make the customer feel good about spending money with you (so they don't regret it). 2. Get them to leave a review (so you get more new customers). 3. Get them to buy something else (so you make more profit).
If you do this right, you can turn one-time buyers into customers for life without spending an extra cent on Facebook ads.
Step 1: The "Thank You" and What to Expect (Send Immediately)
As soon as someone buys from you, they have a moment of "buyer’s remorse." They wonder if they made the right choice.
Don't just send a boring, grey receipt. Send a short, friendly email from the owner.
What to say: "G'day, it's [Your Name] here. Just wanted to say thanks for choosing us. We're getting your order ready now/we'll be there at 8 am Tuesday. Here is exactly what happens next..." Why it works: It builds trust. If you're a tradie, this is where you tell them to clear the driveway or keep the dog inside. It saves you time and prevents headaches.
Step 2: The "How to Use It" or Value Add (Send 2-3 Days Later)
Before you ask for more money, you need to show you care about the result they get.
If you sold a lawnmower, send a video on how to change the oil. If you’re a bookkeeper, send a checklist of what documents they need to keep for tax time. We worked with a pool shop in Morningside that started sending a "How to keep your pool clear in QLD humidity" guide after every chemical purchase. Their phone stopped ringing with complaints and started ringing with people asking for more supplies.
Step 3: The Review Request (Timing is Everything)
Google reviews are the lifeblood of a Brisbane small business. If you have 50 reviews and your competitor has 5, you win.
But don't ask for a review the second they buy. Wait until they've actually used the product or seen the result of your service.
For products: Wait 7–10 days. For services: Send it 24 hours after the job is done.
Keep it blunt: "Small favour? We're a local business and Google reviews really help us out. If you're happy with the work, could you spare 30 seconds to leave us a rating?"
Step 4: The "You Might Also Like" (The Profit Builder)
This is where the real money is made. This is the digital version of "Would you like fries with that?"
If they bought a new hot water system, they might need a plumbing inspection in 12 months. If they bought a pair of shoes, they definitely need socks or leather cleaner.
When we look at email profitability, these are the emails that have the highest return. You aren't being pushy; you're being helpful by suggesting things that actually complement what they already bought.
What Most Businesses Get Wrong (And How to Avoid It)
I see three big mistakes that make these emails fail:
1. Being Too "Corporate"
Nobody wants to read an email that looks like it was written by a lawyer. Use plain English. Write like you talk. If you wouldn't say "We wish to acknowledge your recent transaction" to a mate at the pub, don't put it in an email. Say "Thanks for the order!"2. Sending Too Many Emails
Don't be a pest. If you send an email every single day, they will click unsubscribe and you'll lose them forever. Space them out. Three or four emails over a month is usually the sweet spot for most local businesses.3. Not Checking if the Emails Actually Arrive
There is no point writing these emails if they end up in the junk folder. This is a common problem for businesses using cheap or badly set up systems. You need to make sure you stop sending emails to the junk folder by using a reputable sender and verifying your domain. If your emails aren't landing in the inbox, you're just talking to yourself.How Much Does This Cost?
If you do it yourself, it costs your time and a small monthly fee for an email tool (usually $20–$50 a month).
If you hire a pro to write the emails and set up the tech, you might spend $1,500 to $3,000 once.
Is it worth it? Let’s do the math. If you have 100 customers a month and this sequence gets just 5 of them to buy again, and your average sale is $200, you’ve made an extra $1,000 a month. That’s $12,000 a year for work you did once.
For most Brisbane businesses, this pays for itself in the first 90 days.
How Long Until You See Results?
You will see the "soft" results (better reviews and fewer customer service phone calls) immediately.
You will usually see the "hard" results (extra sales) within 30 to 60 days of the system running. It’s a slow burn, but it builds a foundation for your business that makes you less reliant on finding "new" people every single day.
What Should You Do First?
Don't try to build a 20-email masterpiece.
1. Start with the Thank You email. Make it personal. 2. Set up a Review Request. This alone will help your Google ranking and bring in more phone calls. 3. Look at your last 50 customers. What is the one thing they all buy next? Create one email offering that.
The Blunt Truth about "Newsletters"
Most business owners think "email marketing" means sending a monthly newsletter. It doesn't. Most newsletters are boring and nobody reads them.
Specific, automatic emails triggered by a purchase are different. People actually open them because they are relevant to what they just did. Don't waste time on a newsletter until you have your post-purchase sequence running perfectly.
Summary for the Busy Owner
- Stop chasing new leads while ignoring the ones you already have. - Automate the follow-up so you don't have to remember to do it. - Focus on reviews and repeat sales to increase your profit without increasing your ad spend. - Keep it simple. You don't need fancy graphics; you need honest communication.
If you’re too busy running your business to mess around with email software and writing copy, we can help. At Local Marketing Group, we specialise in setting up these systems for Brisbane businesses so you can get back to work while the sales roll in.
Ready to turn your past customers into your best sales team? Contact Local Marketing Group today.