Stop Letting Hot Leads Go Cold
Look, I’ve seen it a thousand times.
A potential customer finds your website. They’re interested. They sign up for your newsletter or download your price list. And then?
Nothing. Crickets.
You’re busy. You’re out on a job in Coorparoo, or you’re stuck in back-to-back meetings in the CBD. By the time you get home and check your inbox, that lead has already moved on to the next guy who actually picked up the phone.
That’s where an automated welcome sequence comes in.
I’m not talking about some fancy, over-complicated marketing funnel. I’m talking about a simple series of emails that go out automatically the second someone shows interest in your business. It’s like having a 24/7 sales rep who never sleeps, never takes a lunch break, and never forgets to follow up.
Honestly, if you aren't doing this, you’re just throwing money away. You’ve done the hard work of getting them to your site. Why stop there?
Why Most Small Business Emails Are Rubbish
Most people think email marketing is about blasting out a monthly newsletter that nobody reads.
You know the ones. "Message from the CEO," followed by a blurry photo of the Christmas party.
That’s a waste of time.
Real email marketing—the kind that actually puts money in your bank account—is about timing. When someone first interacts with your brand, that is the exact moment they are most likely to buy. If you wait three weeks to send them a generic newsletter, you’ve missed the boat.
A welcome sequence strikes while the iron is hot. It introduces who you are, what you do, and—most importantly—how you can solve their problem.
But here’s the kicker: it has to sound like a human wrote it. Most agencies will try to sell you on pretty templates with big banners and buttons. Don't fall for it. Stop wasting time on fancy emails that look like ads. People delete ads. They read emails from people they trust.
The "Set and Forget" Myth
I hate the term "set and forget."
Yes, the emails go out automatically. But if you just set it up once and never look at it again, it’ll eventually go stale.
You need to know if it’s working. Are people opening them? Are they clicking the links? Most importantly, are they calling you?
If you’re using one of those "free" platforms, be careful. They often hide the features you actually need behind a massive paywall once your list grows. I’ve seen businesses get stung with huge bills they weren't expecting. It’s worth looking into email platform costs before you get too deep into one system.
The 3-Email Sequence That Actually Works
If you’re starting from scratch, don’t overthink it. You don’t need twenty emails. You need three good ones.
Email 1: The "Thanks for Showing Up" (Sent Immediately)
This is the most important email you’ll ever send.
It should deliver whatever you promised (the discount code, the guide, the price list) and introduce yourself. Keep it short.
"G'day, I'm [Name] from [Business]. Thanks for checking us out. Here is that info you asked for."
That’s it. Don't try to sell them the whole shop yet. Just be helpful.
Email 2: The "Why Us" (Sent 24 Hours Later)
Now you show them why you’re better than the bloke down the road.
Don't brag. Share a story. Tell them about a problem you solved for another local client. Show them you know what you’re talking about.
This is where you build trust. People buy from people they like.
Email 3: The "Call to Action" (Sent 48 Hours Later)
This is where you ask for the business.
"Still thinking about [Service]? Give me a buzz or book a time here."
If they haven't bought by now, they might not be ready yet, and that’s fine. But you’ve stayed in their face for three days without being a pest.
Is This Going to Cost a Fortune?
Look, I’ll be straight with you.
Setting this up properly takes a bit of time or a bit of money if you hire someone to do it. But once it’s running? The cost is peanuts compared to the value of a single new customer.
Think about what one new job is worth to you. If this sequence lands you just one extra booking a month, it’s paid for itself ten times over.
Most small businesses in Brisbane are still stuck in the dark ages with this stuff. They rely on word of mouth and hope for the best. If you actually take the time to set up a simple email plan, you’ll be miles ahead of your competition.
My Honest Take
Automation isn't about being a robot. It’s about being organised.
It allows you to provide a great experience for every single person who finds your business, whether you’re at your desk or at the pub.
If you’re tired of leads falling through the cracks, this is the first thing you should fix. It’s not flashy, it’s not "viral," but it works.
Stop overcomplicating your marketing. Write three simple emails, plug them into a tool, and let it do the heavy lifting for you.
If you want to chat about how to get this working for your specific business, give us a shout at Local Marketing Group. We’ll tell you exactly what you need (and what you don't).
Ready to stop wasting leads? Let’s talk.