In the world of Australian business, we’re all incredibly busy. Whether you’re a tradie in Chermside or a consultant in the CBD, your inbox is likely a battlefield. Often, a lead doesn't ignore you because they aren't interested; they simply got distracted by a phone call or a meeting. Mastering the follow-up is the single most effective way to close more deals without spending an extra cent on advertising.
Why the Follow-Up is Your Secret Weapon
Most business owners stop after one or two emails. However, data constantly shows that the majority of sales happen between the fifth and twelfth contact. If you aren't following up, you're essentially leaving money on the table for your competitors to pick up. This guide will show you how to be persistent without being a nuisance.
What You’ll Need Before You Start
- Access to your business email account.
- A basic CRM (like HubSpot or Pipedrive) or even just a simple spreadsheet to track your last contact dates.
- A clear understanding of your 'Call to Action' (what do you want them to do next?).
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Step 1: Time Your First Follow-Up Correctly
Timing is everything. Send it too soon, and you look desperate; wait too long, and they’ve forgotten who you are.
The Golden Rule: For a warm lead (someone who asked for a quote or info), wait 2 to 3 business days before your first nudge. If it’s a cold outreach, give it a full week. Pro tip from our experience: Avoid sending follow-ups on Monday mornings. Everyone is clearing their weekend backlog and your email will likely be deleted in the 'Monday Purge'. Aim for Tuesday or Wednesday mornings around 10:00 AM AEST.Step 2: Fix Your Subject Line (Stop Using "Checking In")
This is where most people get stuck, and honestly, the standard 'Checking in' or 'Following up' is the quickest way to get archived. It’s boring and adds no value.
Instead, try these Australian-friendly variations:
- "Quick question regarding [Project Name]"
- "Resources to help with [Problem they mentioned]"
- "Thinking about our chat on Tuesday"
- "Next steps for [Company Name]"
Step 3: Keep the Body Brief and Scannable
Nobody wants to read a novel on their iPhone while waiting for a coffee at their local cafe. Your follow-up should be no more than 3-4 short sentences.
The Structure:- The Context: Remind them why you're emailing (e.g., "I'm following up on the quote I sent over for the office renovation.")
- The Value: Add something small (e.g., "I thought you might find this case study from a similar project in Milton helpful.")
- The Ask: One clear question.
Step 4: Include a Single, Low-Friction Call to Action (CTA)
Don't ask them to "review the 20-page proposal and let me know your thoughts." That’s homework, and nobody wants more homework.
Make it easy for them to say yes. Use questions like:
- "Do you have 5 minutes for a quick chat on Thursday?"
- "Should I hold those dates in my calendar for you?"
- "Is this still a priority for your team this month?"
Step 5: Provide Value, Not Just Pressure
This is the trickiest part—everything after this is easy once you get the mindset right. Instead of just asking for their money, give them a reason to be glad they opened your email.
Example: "I saw this article about the new QLD payroll tax changes and thought of your business—hope it helps!"This shows you're thinking about their success, not just your commission. It builds 'Social Capital'.
Step 6: Create a Sequence (The 3-3-3 Rule)
Don't just send one follow-up and quit. We recommend a simple sequence:
- Follow-up 1 (Day 3): The Gentle Nudge + Resource.
- Follow-up 2 (Day 7): The Specific Question (addressing a common hurdle).
- Follow-up 3 (Day 14): The 'Break-up' Email.
Yes, the break-up email is real. It’s where you politely tell them you’ll stop emailing so you don't clutter their inbox. Ironically, this is often the email that gets the most responses because it triggers a 'fear of missing out'.
Step 7: Personalise Beyond the Name Tag
If you're using automation tools, don't just rely on {{first_name}}. People can smell an automated template from a mile away. Take 30 seconds to look at their LinkedIn or their company website. Mentioning a recent award they won or a project they finished in South Brisbane makes a massive difference.
Common Mistake: Using "I" too much. "I wanted to check...", "I am wondering...", "I need...". Flip the script to "You". "Would this help your team?", "Does this fit your timeline?"
Troubleshooting Common Issues
"They read my email (I have tracking) but didn't reply." Don't panic. This usually means they are interested but busy. Wait 48 hours and send a "Value Add" email (Step 5). Do not mention that you saw they opened the email—that's a bit creepy! "I feel like I'm being annoying." If you are providing value or solving a problem they told you they have, you aren't being annoying; you're being professional. If they really aren't interested, they will tell you (or just keep ignoring you, which is fine too). "My emails are going to spam." Avoid using too many links or 'salesy' words like "FREE", "ACT NOW", or "DISCOUNT" in the subject line. If you're sending from a new domain, make sure you've set up your SPF and DKIM records (ask your IT person or give us a yell if that sounds like gibberish).Next Steps
Now that you've got the framework, it's time to put it into practice.
- Go through your 'Sent' folder from last week.
- Identify three people who haven't replied.
- Draft a short, 3-sentence follow-up using the tips above.
- Hit send!
If you're finding that you're too busy running your business to stay on top of your leads, that's where we come in. At Local Marketing Group, we help Brisbane businesses automate their lead nurture so nothing falls through the cracks.
Ready to grow? Contact us today to chat about a custom strategy for your business.