Turn One-Time Buyers Into Customers for Life

Why the Sale Doesn’t End at the Checkout

Most business owners in Brisbane are working way too hard. I see it every day—tradies, shop owners, and service providers spending thousands on ads just to get a single customer through the door. Once that customer pays, the business owner breathes a sigh of relief, moves on to the next lead, and completely forgets about the person who just handed them money.

That is a massive mistake. It’s also the most expensive way to run a business.

It costs five to ten times more to find a new customer than it does to sell to someone who has already bought from you. If you aren’t sending follow-up emails after a purchase, you are leaving money on the table. Worse, you’re letting your competitors swoop in and steal someone who already likes and trusts you.

In this guide, I’m going to show you how to set up a "post-purchase sequence." That’s just a fancy way of saying a series of automated emails that go out after someone buys from you. We’ll look at the different ways to do this, what works, what’s a waste of time, and how to make sure these emails actually put more money in your bank account.

The Three Ways to Handle Post-Purchase Emails

Not all follow-up strategies are created equal. I’ve seen Brisbane businesses try everything from doing nothing at all to sending way too many annoying messages. Here is the honest breakdown of the three main approaches.

1. The "Set and Forget" (The Bare Minimum)

The Good: It’s easy. Most systems do this automatically. The Bad: It does nothing to grow your business. It’s just paperwork. The Verdict: If this is all you’re doing, you’re missing out on easy profit.

The Good: You might get a quick second sale. The Bad: It feels desperate and annoying. If I just bought a lawnmower from a shop in Chermside, I don't want an email five minutes later asking me to buy another one. The Verdict: This burns bridges. People will hit 'unsubscribe' faster than you can say "spam."

3. The "Relationship Builder" (The Gold Standard)

The Good: It builds loyalty, gets you more 5-star reviews, and leads to long-term repeat business. The Bad: It takes a bit of time to set up properly. The Verdict: This is the only way to build a sustainable, profitable business.

Keep it simple: "How did we do?" "If you’re happy, could you leave us a quick review here? It helps our local business more than you know." "If something wasn't right, please reply to this email so I can fix it personally."

That last line is crucial. It gives unhappy customers a way to vent to you instead of venting on Google for the whole world to see.

How Much Does This Cost?

I’m always honest with my mates about costs. You can start doing this for very little money. Most basic email tools will charge you based on how many people are on your list. However, you need to be careful about which platform you choose. I've seen people get lured in by "free" tools only to find out they can't actually do what they need them to do later on. Before you sign up for anything, it's worth checking out the email platform costs to see what you're actually getting into.

Generally, for a small business in Queensland, you’re looking at $20–$50 a month for a decent system that automates all of this for you. Compared to the cost of a single newspaper ad or a week of Google Ads, it's the cheapest marketing you'll ever do.

The Timing: Don't Be a Pest

One of the biggest mistakes I see is businesses sending too many emails too quickly. If I buy a pair of boots from a shop in Paddington, I don't want an email every single day for a week.

A good flow looks like this: 1. Immediate: Receipt and "Thank You." 2. Day 2-3: Helpful tip or "How to get the most out of your purchase." 3. Day 7: The Review Request. 4. Day 30: The "How's it going?" and a gentle suggestion for a related product or service.

If you try to blast everyone with the same generic messages, you'll end up in the bin. To get the best results, you need to make sure you're using relevant messaging so the customer actually feels like you're talking to them, not just shouting at a crowd.

What’s a Waste of Money?

Don't waste money on fancy designers to make your emails look like a glossy magazine. In fact, plain-text emails (the ones that look like a regular email from a friend) often work better for small businesses. They feel more personal.

Also, don't waste money on "buying lists." Sending emails to people who haven't bought from you isn't just a waste of money; it's a great way to get your email account banned. Focus on the people who have already opened their wallets for you. They are your most valuable asset.

Real-World Example: The Morningside Landscaper

We worked with a local landscaper who was doing great work but struggled to get repeat business. He’d do a big garden cleanup and then never hear from the client again.

We set up a simple three-email sequence for him: 1. Day 1: "Thanks for letting us tidy up your garden. Here’s a PDF on how to keep your new plants alive in the Brisbane heat." 2. Day 14: "Hope the garden is looking great. If you have a second, could you leave us a review?" 3. Day 90: "It’s been three months, and the weeds are probably starting to come back. Want us to swing by for a quick maintenance session next Tuesday?"

That third email alone started booking out his Tuesdays and Wednesdays—his slowest days—without him having to spend a cent on new ads. That is the power of a post-purchase sequence.

Common Pitfalls to Avoid

If you're going to do this, do it right. The biggest technical hurdle isn't the writing; it's making sure the emails actually show up in the inbox. If your emails are going to spam, you're wasting your time. There are some technical fixes you should look into to ensure your messages actually reach your customers.

Another mistake is being too "corporate." You're a local Brisbane business, not a multinational bank. Use your own voice. If you say "G'day" in person, say "G'day" in your emails. People buy from people they like.

What Should You Do First?

If you’re feeling overwhelmed, just start with one email.

Set up an automated "Thank You" email that goes out to every new customer. Make it personal, make it helpful, and include your phone number so they can reach you if they have questions. Once that's running and making you look like a pro, then you can worry about adding the review requests and the follow-up offers.

Summary of the Approach

How Long Until You See Results?

You'll see the impact on your reviews almost immediately—usually within the first 30 days. For repeat sales, it depends on what you sell. If you're a plumber, it might take six months before they need you again. If you run a coffee bean subscription, you'll see the results in weeks.

The point is, once it's set up, it keeps working for you forever. It’s like hiring a salesperson who works 24/7 for $30 a month and never calls in sick.

Ready to Grow Your Business?

Setting up these systems can be the difference between a business that struggles for every lead and one that has a steady stream of happy, returning customers. You don't need to be a tech genius to get this right, you just need to care about your customers after they've paid the bill.

If you’re a busy Brisbane business owner and you’d rather have someone else handle the "techy" side of this so you can focus on your actual job, we can help. At Local Marketing Group, we specialise in making marketing work for real businesses—no jargon, just results.

Want to get more out of your current customers? Contact Local Marketing Group today and let’s get your follow-up system sorted.