Stop Guessing and Start Selling
I see it all the time with small businesses across Brisbane. Whether it’s a landscaper in Chermside or a boutique law firm in the CBD, the story is usually the same: you spend an hour puting together an email to your customers, you hit 'send', and then... nothing. Or maybe a couple of clicks if you’re lucky.
Most business owners think email marketing is a bit of a dark art. They guess what the subject line should be, they guess what time to send it, and they guess what people want to click on.
In the marketing world, people call this "A/B testing." I call it "common sense for your wallet."
Testing is simply a way to stop guessing. It’s about sending two slightly different versions of an email to a small group of your customers to see which one gets more people to pick up the phone or make a purchase. Then, you send the winner to everyone else.
It’s the difference between throwing mud at a wall and hoping it sticks, and actually knowing exactly which message makes you money.
Why Most Brisbane Businesses Get This Wrong
Most people think they need a degree in statistics to do this. You don’t.
I’ve spoken to tradies who think they aren’t "techy" enough to test their emails. I tell them the same thing: if you can compare the price of two different suppliers to see which one gives you a better margin, you can test an email.
The biggest mistake I see is trying to change too much at once. If you change the subject line, the photos, and the price all in one go, and the email performs better, you have no idea why it worked. Was it the lower price? Or was it just a better headline?
If you want to turn enquiries into clients, you need to know exactly what button your customers are pushing.
What Should You Actually Test? (The Money Makers)
Don’t waste your time testing things that don’t move the needle. You’re busy. You’ve got a business to run. Focus on the three things that actually result in more money in your bank account.
1. The Subject Line (The "Open Me" Test)
If they don't open the email, they can't buy from you. It’s that simple.You can test things like: Urgency vs. Benefit: "Sale ends tonight!" vs. "Get 20% off your next service." Questions vs. Statements: "Is your roof ready for storm season?" vs. "Get a roof inspection before the rain hits." Personal vs. Professional: Using their first name in the subject line versus just a general headline.
2. The Call to Action (The "Click Me" Test)
This is the button or link that tells the customer what to do. Most businesses are too polite here. They say "Click here for more info." That doesn't make people take action.Try testing: Specifics: "Book My Free Quote" vs. "Contact Us." Colour: Does a bright orange button get more clicks than a blue one? (Often, it does). Placement: Putting the link at the very top of the email versus at the bottom.
3. The Offer (The "Buy Me" Test)
This is the big one. Sometimes it’s not the email that’s the problem; it’s what you’re selling.Try testing: Discount vs. Added Value: "$50 off your first visit" vs. "Free upgrade on your first visit." Social Proof: Including a testimonial from a local Brisbane customer vs. just listing your features.
How to Run a Test Without Losing Your Mind
You don’t need to be a rocket scientist. Most modern email tools (the ones that don't charge you an arm and a leg) have this built-in. When looking at email platform costs, make sure you're choosing one that makes this easy for you.
Here is the simple 4-step process I recommend to my mates:
1. Pick ONE thing to change. Just one. The subject line is the best place to start. 2. Split your list. Send Version A to 10% of your list and Version B to another 10%. 3. Wait and watch. Give it 4 to 24 hours. See which version got more opens or clicks. 4. Send the winner. Send the version that performed better to the remaining 80% of your list.
By doing this, you aren't gambling with your whole database. You're using a small group to tell you what the majority wants.
Real Example: The Indooroopilly Carpet Cleaner
We worked with a local carpet cleaner who was struggling to get repeat bookings. He used to send out a general "Don't forget to clean your carpets" email every six months. It did okay, but not great.
We decided to test his subject lines.
Version A: "Time for your 6-month carpet clean?" Version B: "Is there a hidden mess in your carpets, [Name]?"
Version B got nearly double the opens. Why? Because it touched on a pain point (the mess) and it was personal. By making that one small change, he booked an extra four jobs that week. That’s real money from about five minutes of extra work.
Once you’ve got someone to buy once, you can use these same tactics to bring back old customers who haven't seen you in a while. It’s always cheaper to sell to someone who already knows you than to find someone brand new.
What is a Waste of Your Money?
I’ll be blunt: don’t hire a high-priced "conversion consultant" to do this for you if you’re just starting out.
If you have a list of 200 people, testing isn't going to give you massive insights because the numbers are too small. You need at least a few hundred people on your list for the results to mean anything. If your list is tiny, focus on growing the list first before you worry about perfecting every single word.
Also, don't get bogged down in technical jargon. You don't need to know about "statistical significance." If 50 people clicked one email and 10 clicked the other, you have your winner. Move on and get back to running your business.
How Long Until You See Results?
The beauty of email is that it's instant. Unlike SEO which can take months, you’ll see the results of an email test within hours.
If you start testing your emails today, you could literally have more phone calls by this afternoon. It’s one of the fastest ways to increase your sales without spending more money on ads.
Your Action Plan
If you’re ready to stop guessing and start getting better results from your emails, here is what I want you to do for your next send:
1. Identify your goal. Do you want phone calls, website bookings, or shop visits? 2. Write two subject lines. One safe, one a bit more "punchy." 3. Use the 'Split Test' feature in your email software. If you don't have one, it might be time to switch providers. 4. Look at the winner. Don't just send it and forget it. Look at which one won and ask yourself why. Did people like the discount? Or the free advice?
Need a Hand Getting More from Your Marketing?
Running a business in Brisbane is tough enough without having to worry about the nitty-gritty of email testing. If you’d rather focus on your customers and let someone else handle the technical side of growing your sales, we can help.
At Local Marketing Group, we specialise in helping small businesses get more phone calls and more sales without the fluff. We don't care about fancy reports; we care about your bottom line.
Ready to grow? Contact us at lmgroup.au/contact and let’s have a chat about how we can get your phone ringing.