Why Most Brisbane Businesses Lose Money on New Enquiries
I see it all the time. A local tradie or a shop owner in Fortitude Valley spends good money on ads or works their tail off to get people to their website. Someone finally fills out a form or signs up for a newsletter, and then... nothing.
Or worse, they get a dry, boring email that says "Thanks for subscribing."
If that’s you, you’re leaving money on the table.
Think of your website like a physical shop. If a customer walked into your store in Chermside, would you stand there in silence? Would you wait three days to say hello? Of course not. You’d greet them, show them around, and help them find what they need.
A "Welcome Sequence" is just a fancy way of saying: a series of automatic emails that greets your new leads and convinces them to buy from you. It’s like having your best salesperson working 24/7 without ever asking for a coffee break or a pay rise.
In this guide, I’m going to show you the exact 5-email template we use for our clients at Local Marketing Group. It’s designed to get you more phone calls and more bookings without you having to lift a finger once it’s set up.
What is a Welcome Sequence (And Why Should You Care?)
Let’s keep this simple. When someone gives you their email address, they are at their most interested. They have a problem, and they think you might have the solution.
If you wait a week to contact them, they’ve already forgotten who you are. They’ve probably called the bloke down the road who answered his phone faster.
A welcome sequence is a set of 4 or 5 emails that go out automatically over a few days.
The goal is simple: 1. Prove you know what you’re doing. 2. Show them you’re a real person (not a faceless corporation). 3. Give them a reason to choose you over the competition. 4. Make it easy for them to spend money with you.
I’ve seen this work for dozens of Brisbane businesses, from plumbers in Morningside to boutique accountants in the CBD. It’s the difference between a website that’s just an expensive digital business card and a website that actually grows your bank account.
The Truth About Costs and Effort
Before we dive into the template, let’s talk turkey.
How much does this cost? If you do it yourself, it’ll cost you a few hours of your time and a small monthly fee for an email tool. Some tools are free to start, but be careful—often email platform costs can creep up on you as your list grows. Expect to pay anywhere from $20 to $50 a month for a decent system that handles the automation for you.
How long until you see results? Immediately. As soon as the next person signs up, they’ll start getting your emails. I’ve seen businesses get a phone call within ten minutes of someone receiving the first email in the sequence.
Is it a waste of money? Only if you make it too complicated. You don't need fancy graphics or professional coding. In fact, fancy emails kill sales because they look like ads. People delete ads. They read emails from people. Your emails should look like a plain text message you sent from your phone.
The Exact 5-Email Template for More Sales
Here is the structure we use. You can literally copy this, tweak it for your business, and start seeing results.
Email 1: The "Instant Handshake"
When to send: Immediately after they sign up.This is the most important email you will ever send. If you promised them a discount code, a free quote, or a guide, give it to them here.
Don't talk about your history or your awards. Talk about them.
Subject line: Here is that [Guide/Discount/Info] you asked for! The Message: "Hi [Name], thanks for stopping by. Here’s the [Link/Code] I promised. I started this business because I noticed too many people in Brisbane were getting ripped off by [Problem], and I wanted to do things differently. If you have any questions, just hit reply—I read every email." The Goal: Deliver on your promise and start a conversation.
Email 2: The "I Feel Your Pain"
When to send: 24 hours later.Most business owners make the mistake of shouting "BUY MY STUFF" in every email. Don't do that. Instead, show them you understand their problem.
If you're a landscaper, talk about how frustrating it is to have a backyard you're ashamed to show the neighbours. If you're a lawyer, talk about the stress of not knowing where you stand legally.
Subject line: Is [Problem] keeping you up at night? The Message: Share a quick story about a client you helped. "We recently worked with a family in Carindale who couldn't use their deck because of [Problem]. We fixed it in two days, and now they're hosting BBQs every weekend." The Goal: Build trust. You aren't just selling a service; you're providing a solution.
Email 3: The "Social Proof" (The Bragging Rights)
When to send: 2 days after Email 2.Queenslanders are a skeptical bunch. We don't believe what a business says about itself; we believe what other customers say.
Use this email to show off a 5-star review or a quick case study. Mention a specific Brisbane suburb to make it feel local and real.
Subject line: What people are saying about [Business Name] The Message: "Don't take my word for it. Here is what Sarah from North Lakes had to say..." (Insert a glowing testimonial here). The Goal: Prove that you are the safe choice.
Email 4: The "Why Us?"
When to send: 2 days after Email 3.By now, they know who you are and that you’re good at what you do. Now you need to tell them why they should choose you specifically.
Do you show up on time? Do you clean up after yourself? Do you offer a 10-year guarantee? Do you have the best coffee in South Brisbane?
Subject line: 3 things that make us different The Message: List 3 simple bullet points. Keep it punchy. Focus on the things that usually annoy people about your industry. If most tradies are late, tell them you have a "on-time or it's free" guarantee. The Goal: Remove any remaining doubts.
Email 5: The "Last Call" / Direct Ask
When to send: 2 days after Email 4.It’s time to be direct. Ask for the sale, the booking, or the phone call.
Subject line: Ready to get started? The Message: "I don't want to clog up your inbox, but I’d love to help you fix [Problem]. If you're ready to get started, you can book a time here [Link] or give me a buzz on [Phone Number]." The Goal: To turn new website enquiries into sales by being clear and helpful.
Common Mistakes to Avoid
I’ve audited hundreds of email accounts for Brisbane businesses, and I see the same three mistakes over and over again. Avoid these, and you’re already ahead of 90% of your competitors.
1. Being too "Professional" If your email sounds like it was written by a corporate lawyer, people will tune out. Write like you’re talking to a mate at the pub. Use "I" and "You". Use contractions (like "don't" instead of "do not"). Be a human being.
2. Using Too Many Images Big, beautiful banners and logos look nice to you, but they often get flagged as spam or don't load properly on a phone. Most people in Brisbane are checking their emails on the go, probably while waiting for a coffee or on the train. If your email takes 10 seconds to load because of a giant image, they’re gone. Plain text wins every single time.
3. Not Having a Clear "Next Step" Every email should have one—and only one—job. Do you want them to call you? Then put your phone number in there. Do you want them to click a link? Then make the link obvious. Don't ask them to follow you on Facebook, read your blog, and call you all in one email. They’ll get overwhelmed and do nothing.
How to Set This Up This Weekend
You don't need a degree in IT to get this working. Here is your Saturday morning plan:
1. Pick a Tool: Use something simple like MailerLite or Mailchimp. They are built for small businesses, not tech geniuses. 2. Write the Drafts: Don't overthink it. Use the templates I gave you above. Spend 20 minutes on each email. 3. Set the Trigger: Tell the software to start the sequence whenever someone joins your list. 4. Test It: Sign up yourself with a personal email address and make sure the emails actually arrive.
What if I Don't Have an Email List?
If you don't have a way for people to sign up on your website yet, that's your Step Zero. Put a simple box on your homepage that says "Get a Free Quote & Our Maintenance Guide" or "Save 10% on your first order."
You need to give people a reason to give you their email address. "Sign up for our newsletter" is not a reason. No one wakes up wanting more newsletters. They want solutions to their problems.
Why This Works for Brisbane Small Businesses
In a city like Brisbane, reputation is everything. We’re a big city that acts like a small town. This email sequence builds that reputation automatically. It makes you look organised, professional, and attentive—even if you’re actually out on a job site or busy with the kids.
It’s about building a relationship at scale. You can't call every person who visits your website, but you can send them these five emails.
Is it Worth the Effort?
Look, I get it. You’re busy. You’ve got a business to run, staff to manage, and a life to live. Writing emails might feel like another chore on an endless to-do list.
But think about it this way: How much is a single new customer worth to you?
If a new customer is worth $500, and this sequence brings in just two extra customers a month, that’s $12,000 a year in extra revenue. For a few hours of work once, that’s the best hourly rate you’ll ever earn.
Most of what you read online about marketing is rubbish designed to sell you expensive software. You don't need that. You need a simple way to talk to your customers and show them you can help.
Get Started Today
Don't wait until your website is perfect or until you have "more time." Start with one email. Write a simple "Welcome" message today and set it to go out to your new leads.
You’ll be surprised at how much of a difference it makes to your bottom line.
If you’re too busy running your business to worry about setting this all up, that’s exactly what we do. At Local Marketing Group, we help Brisbane businesses get more phone calls and more sales by handling the technical stuff for them.
Ready to grow your business without the headache? Contact Local Marketing Group today and let’s chat about how we can get your phone ringing.
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Summary Checklist for Your Welcome Sequence: Email 1: Send instantly. Deliver the goods. Email 2: Focus on their problem. Show empathy. Email 3: Show a real testimonial from a local customer. Email 4: Tell them why you’re the best choice (the "Why Us"). Email 5: Ask for the sale or the booking clearly. Format: Keep it plain text, no fancy graphics. Tone: Be a real person, not a robot.