| 544 words, 3 minutes read time |
In New Zealand’s dynamic e-commerce landscape, email marketing stands out as a powerful and cost-effective tool to convert casual browsers into loyal customers. Whether you’re selling skincare, apparel, or tradie tools online, building and nurturing customer relationships through email can directly impact your bottom line.
1. Grow a Permission-Based List (No Buying Databases!)
Under the Unsolicited Electronic Messages Act 2007, Kiwi businesses must obtain express or implied consent before sending marketing emails. Always use opt-in forms, popups, or checkout checkboxes to collect emails legitimately.
💡 Pro tip: Offer incentives like 10% off the first purchase or free shipping for subscribers to boost sign-ups.
2. Optimal Sending Times for New Zealand Audiences
Don’t rely on global advice when it comes to email timing. In NZ, sending emails between Tuesday–Thursday mornings (9–11am) tends to achieve the highest open rates—just before the lunch break, while inboxes are still fresh.In-Box+29eCommerce DB+29Plus Living+29
📈 Studies indicate that emails sent during these times have higher engagement rates.
3. Segment Your List Based on Shopping Behaviour
Kiwis appreciate personalised experiences. Use your e-commerce platform data (like Shopify, WooCommerce, or BigCommerce) to segment your audience based on:
-
Past purchases
-
Average order value
-
Product categories browsed
-
Location (e.g., Auckland vs. Queenstown offers might differ)
📊 Segmented emails can generate up to 760% more revenue than one-size-fits-all blasts.
4. Optimise for Mobile – Especially for Tradies and On-the-Go Buyers
Over 60% of New Zealand’s email opens occur on mobile devices. Ensure:
-
Short subject lines (under 45 characters)
-
Large CTA buttons
-
Quick-loading images
-
Mobile-friendly layouts
🛠️ Example: If you cater to tradies, they’re likely checking emails on-site—keep it scrollable and to-the-point.
5. Incorporate Te Reo Māori Respectfully
A touch of Te Reo Māori can enhance brand connection, especially during national campaigns or public holidays like Matariki. Use it meaningfully—not for tokenism.
✅ Example: “Kia ora! Here’s a special offer for our whānau of subscribers.”
6. Include Local Seasonal Promotions
Think Kiwi calendar, not global. Key email promo opportunities in NZ include:
-
Matariki
-
Labour Day
-
Black Friday (yes, it’s significant here too)
-
Summer Clearance (January)
-
King’s Birthday Weekend
🗓️ Utilise local lingo like “shout your mates,” “Kiwi summer deals,” or “don’t miss out, aye.”
7. Test and Track Every Campaign
Implement A/B testing on:
-
Subject lines
-
CTA button colour or text
-
Sending times
-
Image vs. no-image designs
Track KPIs such as open rate, CTR, conversion rate, and unsubscribe rate. Tools like Mailchimp, Klaviyo, and ActiveCampaign are excellent for NZ e-commerce stores and offer robust integrations with platforms like Shopify and WooCommerce.
8. Automate These 5 High-Converting Email Flows
If you’re not automating yet, start with these:
-
Welcome Email Series – Introduce your brand and offer an incentive.
-
Cart Abandonment Series – Remind and entice with urgency or discounts.
-
Post-Purchase Emails – Thank customers and suggest upsells or cross-sells.
-
Product Review Requests – Boost social proof.
-
Re-Engagement Campaigns – Win back inactive subscribers.
🔄 Automation saves time and increases ROI without extra work—ideal for busy NZ business owners.
Need Help With Email Marketing?
At DigitalReach, we assist NZ e-commerce businesses in setting up powerful email systems that convert. Whether you’re new to email marketing or aiming to elevate your strategy—we’ve got you covered.
👉 Book a free consultation and let’s discuss your goals.
