Look, if you’re running a business in Brisbane, you know how hard it is to get a new customer through the door. You spend a fortune on ads, you sweat over your website, and you spend hours on the phone winning them over.
Then they buy. You get the money. And then?
Silence.
Most business owners I talk to think the job is done once the invoice is paid or the checkout button is clicked. They’re already off chasing the next lead. But honestly? That’s the quickest way to leave money on the table.
If you aren’t talking to people after they’ve bought from you, you’re basically telling them you don’t care about them anymore. And in a town like this, word travels fast.
I’m going to show you how to set up a simple system that keeps people coming back, gets you more reviews, and makes you more money while you’re busy doing the actual work.
The Big Lie: "The Sale is the End"
Most marketing 'experts' will tell you that the goal of your website is to get the sale. They’re wrong.
Getting the sale is just the start. The real profit in any business—whether you’re a plumber in Paddington or you run a boutique shop in the Valley—is in the second, third, and tenth sale.
Think about it. You’ve already paid to acquire that customer. You’ve already proven you’re not a dodgy operator. They trust you enough to give you their credit card details.
Why on earth would you make yourself start from scratch with a stranger when you’ve got someone right there who already likes what you do?
Setting up a post-purchase email sequence isn't about being annoying. It’s about being professional. It’s about making sure they know how to use what they bought, making sure they’re happy, and—eventually—asking them to buy again or tell their mates.
Why Most Post-Purchase Emails are Rubbish
If you’ve ever bought something online, you know the drill. You get a receipt. Then, ten minutes later, you get a generic email saying "Thanks for your order! Here’s 10% off your next one!"
It’s lazy. It’s boring. And most people delete it without looking.
I see local businesses doing this all the time. Or worse, they sign up for a 'free' tool that ends up costing them a fortune in lost sales because the emails look like spam. If you're worried about costs, you should check out our take on email platform costs before you sign up for anything 'free'.
To make this work, you have to sound like a human. You have to sound like you’re actually glad they chose you over the guy down the road.
The "Golden Window": The First 48 Hours
When someone buys from you, their excitement is at an all-time high. This is the "Golden Window."
They’re feeling good about their purchase. They’re looking forward to the result. If you ignore them now, that excitement turns into "buyer's remorse" or just plain old forgetting you exist.
Email 1: The "You Made a Great Choice" Email
This goes out immediately. Not an hour later. Now.
Don’t just send a boring tax invoice. Use this to reassure them. - Tell them what happens next. - Tell them when to expect their delivery or when you’ll show up for the job. - Give them a way to contact you if they have a question.
Keep it simple. Don't use a fancy template with 50 different images. Honestly, fancy emails nobody opens are a massive waste of your time. Just write it like you’re sending a quick note to a mate.
Email 2: The Value Add (24-48 Hours Later)
This is where most people mess up. They start selling again. Don't do that.
Instead, give them something helpful. - If you’re a tradie, send a PDF on how to maintain the work you just did. - If you sold a product, send a video showing how to set it up. - If you’re a consultant, send a checklist of what they need to prepare for your first meeting.
You’re showing them that you’re the expert. You’re building a relationship. This makes it much easier to turn new leads into sales down the line because they already see you as a value-provider, not just a bill.
The Myth of the "Discount Loop"
You’ve probably been told that you need to offer a discount to get people to buy again.
I’ll be blunt: This is a race to the bottom.
If you constantly offer discounts, you’re training your customers to never pay full price. You’re also eating into your own profit margins.
Our most successful clients don't lead with discounts. They lead with service. They lead with "Hey, we noticed you bought X, you might actually find Y really helpful for Z reason."
That’s not a discount; that’s a recommendation. It’s helpful. And it makes you way more money in the long run.
Dealing With the "Dead Zone"
What happens a week after the sale? Or a month?
Most businesses forget about the customer entirely. This is the "Dead Zone."
If you aren't checking in, you're missing out on the easiest sales you'll ever make. A simple "Hey, how's everything going?" email 30 days after a purchase can do wonders.
It does two things: 1. It catches any problems before they become bad Google reviews. 2. It puts your name back in their head just as they might be thinking about needing you again.
How to Ask for Reviews (Without Being a Pest)
We all know reviews are the lifeblood of a local business in Brisbane. If you've got 50 five-star reviews and your competitor has 5, you win. Period.
But asking for them is awkward, right?
Wrong. It’s only awkward if you do it once and then never follow up.
Your post-purchase sequence should have a dedicated spot for this. Wait until you know they’ve had a chance to experience your work.
- The Direct Approach: "Hey, we’re a small local business and reviews really help us out. If you’re happy with the work, could you spare 30 seconds to leave us a note here?" - The Incentive (Careful here): Don't buy reviews. It's dodgy and Google will kill your listing. But you can say, "We love feedback, good or bad. It helps us stay the best in Brisbane."
Stop Overthinking the Tech
You don’t need a complicated 'marketing automation' suite that costs $500 a month.
If you’re a small business, you need something that works and stays out of the way. Most basic email tools can do this easily. The key is just starting.
Even a 3-email sequence is better than the nothing you have now.
1. Confirm and reassure. 2. Help and educate. 3. Check-in and ask for a review.
That’s it. That’s the whole secret.
My Honest Take
I’ve seen businesses double their repeat work just by fixing this one thing. It’s not magic. It’s just being a decent business owner who stays in touch with the people who pay their bills.
Don't be the person who gets the money and runs. Be the business that people recommend to their neighbours over the fence on a Sunday afternoon.
It takes a few hours to set up once, and then it runs forever while you’re out on site or in the shop.
If you aren't doing this, you're working twice as hard as you need to for every dollar you make.
What You Should Do First
Go look at your last 5 customers. Did you send them anything after the invoice?
If the answer is no, start there. Write one email today. Just one. Send it to your next customer manually if you have to. See what happens.
I bet you’ll get a 'thank you' or a question that leads to more work.
If you want to get this sorted properly and stop wasting time on the stuff that doesn't move the needle, give us a shout at Local Marketing Group. We help Brisbane businesses get more phone calls and more sales without the jargon.
You can reach us here: https://lmgroup.au/contact