Look, most small businesses are leaving money on the table
Imagine this. A potential customer finds your website while they're scrolling on their phone at 9:00 PM. They like what they see, they sign up for your newsletter or grab a discount code, and then... nothing.
Silence.
You don't email them for three weeks until you finally have a 'sale' on. By then, they’ve forgotten who you are, or worse, they’ve already spent their money with the bloke down the road who actually bothered to say hello.
That’s where a welcome sequence comes in.
It’s not some fancy marketing trick. It’s just a series of automated emails that go out the second someone joins your list. It’s your digital handshake. And if you get it right, it’s the hardest working salesperson you’ll ever have because it never sleeps, never takes a sick day, and doesn't ask for a commission.
Why you actually need this (and why you shouldn't wait)
I talk to business owners all over Brisbane—from sparkies in Coorparoo to boutique owners in Paddington—and they all say the same thing: "I don't want to nag people."
I get it. You don't want to be that annoying brand that clogs up an inbox. But here’s the reality: when someone gives you their email address, they are literally giving you permission to talk to them. They are at their most interested right that second.
If you wait a week to reach out, the lead is cold. If you send a series of helpful, friendly emails immediately, you’re building trust while the iron is hot.
This isn't about being a pest. It’s about being professional.
The "No-Fluff" Strategy
Before we get into the templates, we need to talk about the tech. You don't need a degree in IT to do this, but you do need to avoid hidden costs by picking a platform that actually grows with you. Some "free" tools end up costing you a fortune in lost sales because the emails end up in the junk folder.
Also, don't make the mistake of overcomplicating things. Most owners I see spend weeks trying to design a pretty email with logos and buttons and fancy borders. Honestly? Stop wasting time on that. A plain text email that looks like it came from your personal Gmail often gets more replies and more sales because it feels human.
Email 1: The Instant Handshake
When to send: Immediately.
This is the most important email you’ll ever send. If they signed up for a discount, give it to them. If they signed up for a guide, link it.
But more importantly, tell them what to expect.
The Template: Subject: You’re in! (And here is that [Discount/Guide] I promised)
Hi [Name],
Thanks for joining us. I’m [Your Name], the owner of [Business Name].
We started this business because we noticed [Problem you solve for customers], and we wanted to do things differently.
As promised, here is your [Link/Code].
Over the next few days, I’m going to send you a couple of tips on how to [Solve their main problem]. If you need anything urgently, just hit reply to this email—it comes straight to my inbox.
Talk soon, [Your Name]
Email 2: The "I Know Your Pain" Email
When to send: 24 hours later.
This is where you show them you actually understand their life. If you’re a plumber, talk about the nightmare of a leaking tap at 2 AM. If you’re an accountant, talk about the stress of BAS time.
Don't sell yet. Just be helpful.
Email 3: The Social Proof
When to send: 2 days after Email 2.
People in Brisbane buy from people they trust. This is where you share a story about a local client you helped. Not a boring testimonial, but a real story.
"Local legend Dave from Milton was struggling with X, we did Y, and now he’s got Z."
It proves you know your stuff without you having to brag about it yourself.
Staying out of trouble
Look, I have to mention this because I've seen businesses get slapped with massive fines. You have to make sure you're emailing customers legally. This means having a clear way for them to opt-out and not being sneaky about how you got their address.
It’s not just about the law—it’s about reputation. In a city like Brisbane, word travels fast. Don't be the business that people complain about at the pub because you won't stop spamming them.
How to tell if it’s working
You’ll know it’s working when your phone starts ringing more often.
Sure, you can look at "open rates" and all that, but the only number that matters is your bank balance. Are these emails turning into enquiries? Are people replying to them asking for quotes?
If not, we tweak the message. Maybe the subject lines are boring. Maybe the offer isn't strong enough.
What should you do first?
Don't try to write a 10-email masterpiece. Start with one.
Write a solid, friendly welcome email today. Set it up so it goes out automatically. That one change alone will put you ahead of 80% of your competitors who are still doing everything manually.
If this feels like a bit much and you’d rather spend your time actually running your business, that’s what we’re here for. At Local Marketing Group, we help Brisbane businesses sort this stuff out so they can get back to work while the leads roll in.
Drop us a line at https://lmgroup.au/contact and let’s have a chat about how to get your emails making you money.