Why Your Emails Are Being Ignored (And How to Fix It)
Let’s be honest. Most of the emails you send to your customers are probably ending up in the bin, or worse, the junk folder.
You’ve heard the experts say you need to "personalise" your marketing. So, you make sure the email says "Hi John" instead of "Dear Customer." You might even send a discount code on their birthday.
I’m going to be blunt: if that’s all you’re doing, you’re wasting your time.
In the marketing world, they call this "personalisation at scale." To a business owner in Brisbane—whether you’re running a landscaping crew in Carindale or a boutique law firm in the CBD—it really just means sending the right message to the right person so they actually spend money with you.
Most of what you read online about this is rubbish. It’s written by people who have never had to worry about a payroll or a lease. They talk about complex data sets and "algorithms." You don't need an algorithm; you need more customers.
In this guide, I’m going to bust the myths about email marketing and show you how to actually make more money from the list of people you already have.
Myth #1: Putting a Name in the Subject Line is "Personalisation"
Ten years ago, seeing your name in an email subject line was a novelty. Today, it’s a red flag for spam.
When a customer sees "John, we have a special offer for you!", they know it’s an automated blast. It feels fake. Real personalisation isn't about using their name; it’s about knowing what they need.
Think about it like this: If you walk into your local butcher in Bulimba and he says, "G'day Steve, I've got those rib-eye steaks you liked last week," that's personalisation. He remembered what you bought and offered you something relevant.
If he just shouted "G'DAY STEVE" and then tried to sell you a bag of dog bones when you don’t even own a dog, you’d think he was a bit odd.
To get results, you need to group your customers based on what they’ve actually done. If you’re a plumber, don’t send a "10% off hot water systems" email to someone who just had a brand-new one installed last month. Send it to the people who haven't had a service in two years.
When you stop blasting everyone with the same junk, you’ll find that people click more and your unsubscribes will drop.
Myth #2: You Need Expensive Software to Do This
I see small business owners get sucked into buying massive software packages that cost $500 a month. These platforms have a thousand buttons you’ll never use.
You don’t need a Ferrari to drive to the shops in Chermside. You need something reliable that gets the job done.
Most of the email platform costs people pay are totally unnecessary. You can set up smart, automated emails using basic tools that likely already talk to your booking system or your shop's register.
What actually matters is the quality of your list. I’d rather have a list of 200 past customers who know, like, and trust me than a list of 5,000 random people who downloaded a "free guide" once and have no intention of ever hiring me.
Myth #3: You Have to Write Every Email Manually
This is the biggest hurdle for busy owners. You think, "I don't have time to sit down and write emails to every customer."
You shouldn't. You should be running your business.
The secret to "scale" is setting up what we call "triggers." These are emails that go out automatically when a customer does something specific.
For example: The 'Thank You' Sequence: Someone buys from you for the first time. They automatically get an email thanking them, followed by another one a week later asking if they’re happy with the service. The 'We Miss You' Email: If someone hasn't booked a hair appointment or ordered a pizza in 60 days, the system sends them a "we haven't seen you in a while" note with a small incentive to come back.
- The Abandoned Cart: If you have an online shop and someone puts an item in their basket but doesn't pay, you can get customers back automatically without lifting a finger.
How to Group Your Customers (Without a Degree in Data Science)
To make this work, you need to divide your customers into groups. Don't call it "segmentation"—that’s just jargon. Call it "sorting your files."
Here are the four most profitable ways a Brisbane small business can sort their customers:
1. By What They Bought
If you’re a mechanic, you have "Logbook Service" customers and "Repair" customers. Don't send the same email to both. The logbook crowd wants a reminder every six months. The repair crowd might be interested in a pre-holiday safety check.2. By How Much They Spend
Your "VIPs"—the people who spend the most money with you—should be treated differently. Send them an email once a year that isn't trying to sell anything. Just a genuine "thanks for being a great customer." You’d be amazed at how much loyalty that builds.3. By Where They Live
If you’re a service business, travel time is a killer. If you have a job in North Lakes on a Tuesday, why not send a quick email to all your customers in that area saying, "We’re in your neighbourhood next Tuesday; do you need anything looked at?" It saves you petrol and fills your calendar.4. By Where They Are in the Journey
New leads need different information than long-term clients. You can turn new enquiries into sales by sending a series of helpful emails that answer the questions they’re probably too shy to ask over the phone.The "So What?" – Will This Actually Make You Money?
I’ve worked with dozens of Brisbane businesses—from electricians in Morningside to cafes in Paddington. The ones who win are the ones who stop shouting at everyone and start talking to individuals.
Here is what happens when you get this right: 1. Your Google likes this: When people open your emails and click through to your site, it tells the internet your business is relevant and active. 2. Your phone rings more: Instead of one big "January Sale" that everyone ignores, you have a steady stream of smaller, targeted offers that get people to pick up the phone. 3. You save time: Once these are set up, they run themselves. You don't have to remember to follow up with that guy from three months ago; the system does it for you.
What Most Businesses Get Wrong
Most people think they need to be "clever" with their writing. They try to sound like a big corporation.
Stop it.
People in Queensland value authenticity. They want to buy from a person, not a brand. Write your emails the same way you’d talk to a customer over the counter. Use plain English. Use "I" and "You."
Another mistake is sending too many emails. If you send a generic newsletter every week that has no value, people will mark you as spam. If you send one highly relevant email every month, they’ll actually read it.
How Much Will It Cost?
If you do it yourself, it costs you time. If you hire an agency like Local Marketing Group, it’s an investment.
But let’s look at the numbers. If you have a list of 500 past customers and you send a generic blast that results in zero sales, that’s a 100% loss of your time.
If you spend a few hours (or a few hundred dollars) setting up a "service reminder" sequence that brings in three jobs worth $400 each, you’ve just made $1,200 from thin air.
In most cases, you can see results within 30 to 60 days. It’s not an overnight miracle, but it’s the most consistent way to grow a local business without spending a fortune on Facebook ads.
Your Action Plan: Do This First
Don't try to do everything at once. Start here:
1. Clean your list: Export your customer list from your accounting software (like Xero or MYOB). Delete anyone who hasn't been active in five years. 2. Pick ONE group: Choose your best customers or your most common service. 3. Send one helpful email: Don't sell. Just offer something helpful. For a gardener, it might be "The 3 things you need to do to your lawn before the Brisbane summer hits." 4. Watch the results: See how many people reply. That’s your proof that it works.
Summary
Email marketing isn't dead; it’s just that most people are doing it wrong. Stop worrying about fancy designs and "personalisation" tricks. Focus on being helpful to specific groups of people.
If you're too busy running your business to worry about triggers and sorting lists, that's where we come in. At Local Marketing Group, we help Brisbane businesses turn their messy lists into a predictable source of new bookings.
Ready to get more phone calls? Contact Local Marketing Group today and let’s talk about how to make your emails actually work for your bottom line.