Why Most Brisbane Shop Owners Hate Email (And Why They’re Wrong)
I was sitting down with a boutique owner in Paddington last month, and she said something I hear at least once a week: "I don’t want to annoy my customers with spam. I hate getting marketing emails, so why would I send them?"
I looked at her sales figures. She had a list of 2,000 people who had bought from her over the last three years. But 80% of them hadn't been back in six months. She was essentially sitting on a gold mine but refused to pick up the shovel.
Here’s the reality: If someone has bought from you once, they already like you. Sending them a helpful, interesting, or timely email isn't "spamming" them—it’s staying top of mind. If you don't stay in touch, they’ll simply forget you exist the next time they need what you sell, and they’ll end up at a big-box retailer or ordering from a giant overseas website.
In this guide, I’m going to show you how to use email to make more money without being annoying, without spending hours at a computer, and without needing a degree in IT.
The Two Ways to Do Email: The "Blast" vs. The "Relationship"
Most retail stores fall into one of two camps when it comes to email. Let’s look at which one actually puts money in the bank.
Approach 1: The "Weekly Blast" (The Lazy Way)
This is what most shops do. They decide on a Friday morning that they need more sales for the weekend. They throw together a messy email with ten different products, a big "20% OFF" banner, and send it to everyone on their list.The Result: You might get a few sales, but you’re training your customers to only buy when there’s a discount. You’re also annoying the people who just bought those items at full price yesterday. It’s a race to the bottom.
Approach 2: The "Smart Sequence" (The Profitable Way)
This approach is about sending the right message to the right person at the right time. Instead of shouting at everyone, you talk to people based on what they’ve done in your shop.If you want to get repeat customers, you need to treat different customers differently. A person who spends $500 every month should get a different email than someone who bought a $10 candle once three years ago.
Step 1: Collecting the Details (Without Being Weird)
You can’t send emails if you don’t have addresses. But asking "Can I have your email?" at the counter feels clunky.
I worked with a gift shop in Bulimba that struggled with this. They started offering a "Digital Receipt" option. Suddenly, 70% of customers were happy to give their email. Why? Because it served a purpose for them—no more losing paper receipts for tax or returns.
Other ways that work for Brisbane retailers: The VIP Club: "Would you like to join our locals' list? We send out first-look invites for new stock." The Birthday Gift: "Give us your birth month, and we’ll send you a voucher to celebrate." The In-Store Giveaway: A simple tablet or a glass jar for business cards (if you’re B2B) works wonders.
Step 2: The Three Emails That Make the Most Money
You don’t need to send an email every day. In fact, for most small shops, once a week or even once a fortnight is plenty. But there are three specific types of emails that outperform everything else.
1. The "Welcome" Email
This goes out automatically the moment someone signs up. This is your chance to tell your story. Why did you start your shop? What makes your products better than the stuff at Kmart?People buy from local Brisbane businesses because they want a connection. Use this email to build it. Tell them about your dog that hangs out in the shop or why you source your materials locally. When people feel like they know you, they want to beat the big brands by supporting you.
2. The "We Missed You" Email
If a customer hasn't been in for 90 days, your system should automatically send them a note. Not a hard sell—just a "Hey, we haven't seen you in a while, here’s what’s new in the shop." Maybe offer a small incentive to come back, but often just the reminder is enough to trigger a visit.3. The "Educational" Email
Stop trying to sell in every email. If you run a clothing boutique, send an email on "3 ways to style a white linen shirt." If you run a hardware store, send "How to prep your deck for a QLD summer."When you provide value, people open your emails. When they open your emails, they remember your shop. When they need to buy something, you are the first person they think of.
How Much Does This Cost?
Let’s talk brass tacks. You can start for free or very cheap.
Software: Most platforms are free for your first 500 or 1,000 customers. After that, expect to pay $30–$70 a month. Time: Setting up your "automatic" emails takes about half a day. After that, writing a weekly update takes about 30 minutes. The Return: If one email brings in three customers who spend $100 each, the software has paid for itself for the next six months.
Common Mistakes That Kill Your Sales
I’ve seen dozens of Brisbane business owners flush money down the toilet with email. Here’s how to avoid being one of them:
Using a personal Gmail account: Don't do it. It looks unprofessional, and it will likely end up in the spam folder. Use a proper tool built for business. Writing like a robot: People want to hear from a human. Use "I" and "You." Write like you’re talking to a mate over a coffee at your local cafe. No clear "Next Step": Every email should tell the reader exactly what to do. "Click here to see the new range," "Reply to this email to hold an item," or "Show this email at the counter for your gift." Neglecting your shop front: Email gets them to the door, but you need to understand why people walk in to actually close the deal.
What Should You Do First?
If you’re feeling overwhelmed, do this today: 1. Pick a tool. Don't overthink it. Just pick one that connects to your point-of-sale system. 2. Export your current customer list. Even if it's just 50 names from your old notebook. 3. Send one simple email. No fancy graphics. Just: "Hi, it's [Your Name] from [Your Shop]. We just got some new stock in that I think you'll love. Hope to see you this weekend!"
You’ll be amazed at how many people reply or show up saying, "I got your email!"
The Bottom Line
Email marketing isn't about being a tech genius. It's about being a good shopkeeper. It’s the digital version of standing out the front of your shop and waving to your regulars as they walk past.
In Brisbane, we value local connections. Use email to strengthen those connections, and your bank account will thank you.
Want to grow your shop without the headache? At Local Marketing Group, we help Brisbane retail owners set up systems that bring customers back through the door automatically. If you're too busy running your shop to worry about email, let's have a chat.