Look, I get it. You’re flat out.
Whether you’re running a landscaping crew in Coorparoo or a boutique shop in Paddington, the end of the year is usually a mad scramble. You’ve got jobs to finish, staff wanting time off, and your own family Christmas to sort out.
The last thing you want to think about is sit-down marketing. But here’s the reality: your customers are about to spend a bucketload of money. If you aren’t the one popping up in their inbox, they’ll spend it with someone else.
Seasonal email marketing sounds fancy, but it’s really just about timing. It’s about being there when people are already in the mood to buy. And the best part? It’s way cheaper than trying to find brand-new customers on Facebook or Google.
I’ve seen plenty of Brisbane businesses double their December takings just by sending three or four well-timed emails. It’s not rocket science, and you don’t need to be a writer to get it right.
Why bother with seasonal emails?
Most small business owners make the mistake of only emailing when they’re desperate for work. That’s a mistake.
You should be talking to the people who’ve already given you money. They already trust you. They’ve already got your number. Sending them a quick update during a holiday period—whether it’s Christmas, Easter, or even just the end of the financial year—is like picking up money off the floor.
But you can't just blast out rubbish. If you send a boring "Happy Holidays" email with a picture of a reindeer, people will delete it. You need to give them a reason to click.
Step 1: Pick your dates (Don't overcomplicate it)
You don’t need to hit every single holiday on the calendar. If you try to do Valentine’s Day, Mother’s Day, Father’s Day, and Halloween, you’ll burn yourself out and annoy your customers.
Pick the two or three times a year where your business naturally sees a spike. - Tradies: Usually the lead-up to Christmas (the "get it fixed before the relatives arrive" rush) and EOFY. - Retail/Service: Black Friday and the December gift-buying period. - Professional Services: January (the "new year, new me" crowd) or June.
Once you’ve picked your season, work backwards by four weeks. That’s when you start.
Step 2: Clean up your list
Before you send anything, look at who you’re actually talking to. If you’ve got a list of 500 people but 200 of them haven't opened an email from you in three years, don't just keep hitting send.
I’ve seen people measuring ROI on massive lists that are actually full of dead leads. It’s a waste of time. You’re better off with 100 people who actually care than 1,000 who don't.
Also, check what you’re paying for your software. If you're using a "free" tool that starts charging you an arm and a leg once you hit a certain number of contacts, it might be eating your profits. We’ve looked into email platform costs before, and it’s eye-opening how much money gets wasted on the wrong tech.
Step 3: The Three-Email Sequence
Don’t just send one email and hope for the best. People are busy. They’ll see your email while waiting for a coffee, mean to reply, and then forget. You need a sequence.
Here’s a simple three-step plan that works for almost any local business:
Email 1: The Heads-Up (3-4 weeks out) Subject: Getting ready for [Holiday]? Content: Just a quick note to let you know our calendar is filling up for December. If you need [Service] done before we close on the 22nd, let me know this week so I can fit you in.
Email 2: The Value Add (2 weeks out) Subject: A little gift from us Content: We’re doing a special for our regulars. Book in for [Service] this month and we’ll throw in [Small Bonus] for free. Or, if you’re stuck for a gift idea, we’ve got vouchers ready to go.
Email 3: The Last Chance (3 days before deadline) Subject: Only 2 spots left! Content: This is it. We’ve got two spots left on Tuesday morning. First in, best dressed. Give us a call on [Phone Number] to grab it.
Step 4: Write like a human
This is where most people stuff it up. They try to sound like a big corporation.
"We at [Business Name] value your patronage and wish to extend a seasonal discount..."
Rubbish. Nobody talks like that.
Write like you’re talking to a mate. Use "I" and "You". Mention things that are happening locally. If it’s been a stinker of a week in Brisbane, say "Hope you’re staying cool in this heat." It shows there’s a real person behind the keyboard.
When you stop ignoring customers who have already spent money with you and start talking to them like actual people, the response rate goes through the roof.
Step 5: Make it easy to say 'Yes'
If someone reads your email and wants to book, don't make them jump through hoops. - Put your phone number in big text. - Have a clear link to your booking page. - If you want them to reply to the email, tell them that.
I’ve seen great emails fail because the owner forgot to put a phone number at the bottom. Don't be that person.
What about the cost?
If you do this yourself, it costs you basically nothing. Maybe $30–$50 a month for a decent email tool.
If you hire an agency to do it, you’re looking at anywhere from $500 to $2,000 depending on how complex you want to get. For most small businesses, you don't need the bells and whistles. You just need a solid message sent to the right people.
Is it worth it? Put it this way: If one email brings in two jobs worth $500 each, and it took you twenty minutes to write, that’s the best hourly rate you’ll ever earn.
Common traps to avoid
1. The "Batch and Blast": Don't send the same email to a brand new lead and a customer who has been with you for ten years. Acknowledge the relationship. 2. Too many images: Lots of email apps block images by default. If your whole email is one big graphic, half your customers will just see a blank box. Use plain text with one or two nice photos. 3. Bad timing: Don't send your "Last Chance" email on Christmas Eve. Everyone is at the pub or peeling prawns by then. They won't see it.
My honest take
Look, you don't need a massive marketing department to make this work. You just need to be organized.
Sit down this Sunday morning with a coffee. Look at the next three months. Pick one holiday or event. Write three short, honest emails. Schedule them.
That’s it. You’ve just done more marketing than 90% of your competitors.
If you’re too busy on the tools or running the shop to even think about this, that’s where we come in. We help Brisbane businesses sort this stuff out so the phone keeps ringing while they’re actually doing the work.
Want to see if we can help you get more out of your customer list?
Get in touch with us at Local Marketing Group and let’s have a chat.