The Most Important Email You Aren’t Using
Think about the last time you bought something online or booked a service. Maybe you hired a carpet cleaner in Carindale or ordered a new set of tyres in Geebung. What’s the one email you always open?
It’s the receipt. Or the booking confirmation.
In the marketing world, these are called "transactional emails," but let’s just call them what they are: the emails people actually care about. Most Brisbane business owners treat these as an afterthought. They let their software send a bland, grey, automated message that says "Order #1234 Confirmed" and leave it at that.
That is a massive mistake. You are leaving money on the table every single time a customer opens a receipt and finds nothing but a price tag.
Why These Boring Emails Are Secret Money-Makers
Most marketing emails (the ones where you announce a sale or send a newsletter) have a tough time. People are busy. Their inboxes are flooded. Many of those emails get deleted before they’re even opened.
But receipts? They have an open rate of nearly 100%. People want to make sure the price was right, the date is booked, or the address is correct.
I’ve seen dozens of local businesses—from mechanics to boutique shops—double their repeat bookings just by adding a simple "Next Steps" section to their confirmation emails. If someone has just given you money, they are in the "buying mood." They trust you. This is the absolute best time to ask them to do the next thing.
Stop Sending Robotic Receipts
I was talking to a mate who runs a landscaping business over in Bulimba. He was frustrated because he felt like he was constantly chasing new leads but never getting his old customers to come back for maintenance.
I asked to see his booking confirmation email. It looked like something written by a tax accountant in 1995. It was cold, robotic, and ended with "Thank you for your business."
We changed three things, and within a month, he had five regular maintenance contracts signed up directly from those emails. He didn't spend a cent on ads to get them.
Here is how you can do the same.
1. Sell the "Next Step"
If someone just booked a house wash, don't just say "See you Tuesday." Tell them what else they might need.
"While we’re there, would you like us to clear the gutters for an extra $50?" "Most of our customers also get their driveway sealed to keep it looking fresh. Click here to add that to your booking."
This isn't being pushy; it’s being helpful. You’re already going to be at their house. It saves them a phone call later. This is the simplest way to get more sales without having to find brand-new customers every single day.
2. Ask for the Review While They’re Happy
Google reviews are the lifeblood of Brisbane businesses. If you have 50 five-star reviews and your competitor has five, you win.
Don't wait two weeks to ask for a review. In your confirmation or "Job Complete" email, put a big, clear link to your Google Business profile. Tell them: "We’re a local Brisbane family business, and your feedback helps us stay busy. Could you spare 30 seconds to leave us a review?"
3. Make Sure It Works on a Phone
I cannot stress this enough: if your receipt looks like a mess on an iPhone, people will delete it. Most tradies and shop owners check their emails while waiting for a coffee or sitting in the truck. If the text is too small to read or the buttons don't work, you’ve lost them. When you optimise for mobile, you make it easy for people to click that "Book Again" button.
The Real Cost of "Free" Software
Many small business owners use the cheapest possible booking software or an old version of MYOB that sends out ugly, plain-text emails. They think they’re saving money.
They aren't.
If your "free" system sends such ugly emails that nobody ever clicks a link or books a second service, it’s actually costing you thousands in lost revenue. It’s worth looking at your email platform costs to see if spending $30 a month on a better system would actually bring in $300 a month in extra work.
What Should You Do First?
Most of what you read online about "transactional email optimization" is rubbish filled with technical jargon. You don't need to know about "API integrations" or "schema markup." You just need to make your emails more useful to your customers.
Here is your 30-minute plan:
1. Send yourself a test: Go to your website or booking system and act like a customer. Buy something or book a quote. 2. Read the email you get: Is it boring? Is it ugly? Does it even mention your phone number or other services? 3. Add one offer: Add a single line of text or a button that offers a related service or a discount on their next visit. 4. Add a referral trigger: Say, "Know someone else in Brisbane who needs a hand? Forward this to them and we’ll give you both $20 off your next bill."
Real Results: The Northside Mechanic
We worked with a mechanic near Chermside who was sending out standard "Service Reminders" and "Invoices." They were fine, but they weren't doing much.
We changed his invoice email to include a "Refer a Mate" button and a link to book their next 6-month service in advance.
In the first three months, he saw a 15% increase in repeat bookings. He didn't have to pick up the phone once. The email did the heavy lifting while he was under a bonnet. That’s the power of making your automated emails work for you.
Bottom Line: Is This Worth Your Time?
If you send more than 10 receipts or confirmations a week, then yes, this is a goldmine.
It costs almost nothing to change the text in your automated emails. You don't need a marketing degree, and you don't need to hire a fancy agency to write a single paragraph for you.
Stop treating your receipts like boring paperwork and start treating them like your best salesperson. They have a 100% open rate—don't waste that opportunity.
Need help making your emails actually drive sales? At Local Marketing Group, we help Brisbane businesses stop wasting money on marketing that doesn't work. Let’s get your systems sorted so you can focus on running your business. Contact us today.