Stop Wasting Time on Fancy Emails That Nobody Opens

Why Your Fancy Newsletters are Failing You

I’ve seen it a thousand times across Brisbane. A hardworking business owner—maybe a landscaper in Carindale or a boutique owner in Paddington—spends three hours on a Sunday night trying to make an email look like a glossy magazine. They drag and drop images, fiddle with brand colours, and try to get the layout perfect.

Then they hit send. And... crickets.

If you’ve ever felt like email marketing is a giant waste of time, I have some news that might frustrate you, but it will save your business: The best emails usually look like a regular note from a friend.

In the marketing world, we talk about "Plain Text" versus "HTML" emails. But you don't need to care about those terms. What you need to know is: Should my email look like a professional flyer, or should it look like I just typed it out on my phone?

Most small business owners get this wrong because they think "professional" means "flashy." In reality, professional means "gets results." For most of the Brisbane businesses we work with at Local Marketing Group, the simple approach wins every single time.

In this guide, I’m going to show you why simple emails make more money, when you actually should use a picture, and how to stop wasting hours on stuff that doesn't bring in customers.

The Truth About "Pretty" Emails

When you open your inbox, you can spot an advertisement from a mile away. It’s got a big logo at the top, three different fonts, and a giant "BUY NOW" button. What do you do? You delete it. Or worse, your brain just skips over it because it looks like junk mail.

Now, imagine you get an email that just says:

"Hi [Your Name], just checking in to see if you needed that garden tap fixed before the weekend? I'm in the area on Thursday. Cheers, Dave."

You read that. You might even reply.

That is the power of a plain email. It feels personal. It feels like it was written specifically for the person receiving it. When you use a fancy template, you are telling the customer: "I am sending this to 5,000 people at once." When you send a simple text email, you are saying: "I am talking to you."

Why Google Likes Simple Emails Better

It’s not just about what people think; it’s about what Google and Outlook think. These big companies have very smart filters. Their job is to keep "promotions" out of the main inbox.

When you load an email with 10 high-resolution photos and complex layouts, Google’s alarms go off. It says, "This looks like a massive corporate ad," and it shoves your email into the 'Promotions' tab or, heaven forbid, the Spam folder.

If your email is just text, it looks like a personal message. It’s much more likely to land right in front of your customer’s eyes in their main inbox. If they don't see it, they can't buy from you. This is why measuring ROI starts with actually getting into the inbox, not how pretty the header looks.

The "Tradie Test": Which One Would You Click?

Let’s look at a real-world Brisbane example. We worked with a pest control business near Chermside. For years, they sent out a monthly newsletter that looked like a brochure. It had tips on spiders, a coupon with a dotted line around it, and photos of their trucks.

They were getting almost zero phone calls from it.

We changed their strategy. Instead of the brochure, we sent a short, three-sentence email that looked like it came directly from the owner’s Gmail. It said:

"Hey, the termites are really active in [Suburb] this week because of the rain. I've got two spots left for inspections on Wednesday. Do you want one?"

The result? They booked out their entire week in two hours.

Why? Because it didn't feel like marketing. It felt like a helpful heads-up from a local expert. If you want to send emails that make money, you have to stop acting like a big corporation and start acting like a local business owner.

When Should You Use Pictures?

I’m not saying you should never use a photo. Some businesses need them. If you run a hair salon in Bulimba, showing a "before and after" photo is worth a thousand words. If you’re a florist, people need to see the bouquet.

But here is the rule: Use images to show, not to decorate.

- Bad use of images: A giant logo at the top that takes up half the screen on a phone. - Good use of images: A single photo of a completed renovation project to show the quality of your work.

If you are going to use images, you need to make sure your website works on phones because that’s where people will click through to. If the email looks okay but the link goes to a broken page, you've lost the sale.

The 3-Step "Quick Win" Strategy

If you want to see results this week, do this:

1. Pick 50 past customers. Don't worry about a fancy system yet. 2. Write a personal note. No logos, no fancy fonts. Just: "Hi [Name], it’s been a while since we did [Service] for you. Just wanted to see if everything is still running smoothly?" 3. Send it.

You will be shocked at how many people reply saying, "Oh, I was actually just thinking about calling you!"

Common Mistakes That Cost You Money

Most Brisbane business owners make these three mistakes when they try to get fancy with their emails:

1. The "Wall of Text": Even if it's just text, don't write a novel. People are busy. Keep it to 3-4 short paragraphs maximum. 2. The Broken Link: They spend so much time on the design that they forget to check if the "Call Us" button actually works. 3. Being Too Formal: You’re a local business. You don't need to say "Dear Valued Client." Say "Hi John."

Is it Worth the Effort?

Look, I get it. You’re busy. You’re on the tools, you’re managing staff, or you’re behind the counter. You don't have time to become a computer whiz.

That’s the beauty of the simple approach. It takes less time and makes more money. You don't need to pay for expensive design software or spend your Sunday nights frustrated at a screen.

At Local Marketing Group, we help Brisbane businesses cut through the noise. We don't care about "awards" for pretty designs; we care about your phone ringing. If you want a hand setting up an email system that actually works without the headache, get in touch with us.

Summary of What to Do Next

Email doesn't have to be hard. In fact, the harder you make it, the worse it usually performs. Keep it simple, keep it local, and keep it helpful. Your bank account will thank you.