Email marketing delivers the highest ROI of any digital channel. But only if you have the right flows running. Here are the five automated email sequences every NZ business should have active.
1. Welcome sequence
Triggered when someone subscribes or signs up. 3-5 emails over 7-10 days that introduce your brand, deliver value and guide them toward their first purchase or enquiry.
2. Abandoned cart / abandoned enquiry
Triggered when someone starts but does not complete a purchase or form submission. 2-3 emails within 24-48 hours. This flow typically recovers 5-15% of lost conversions.
3. Post-purchase nurture
Triggered after a purchase. Delivery updates, usage tips, cross-sell recommendations and review requests. Builds loyalty and increases lifetime value.
4. Re-engagement
Triggered when a subscriber has not opened or clicked in 60-90 days. Win them back with a compelling offer or let them self-select out to keep your list healthy.
5. Lead nurture (B2B)
Triggered when a lead downloads a resource or attends a webinar but does not enquire. Drip educational content over 4-6 weeks that positions you as the expert and warms them toward a sales conversation.