NZ small business guide to different email campaign types from automated emails to promotions
Email marketing often feels like another thing on an already overflowing plate. You’re already juggling sales, way too much marketing, last-minute client requests, teenage meltdowns at home and finding time for that doctor's appointment that somehow keeps getting pushed down the list.
For many small business owners in New Zealand, the jargon alone is enough to make you want to close the laptop and go for a walk to chill out. You might hear people talk about ‘blasts’ or ‘automations’ and wonder where to start without sounding like a robot or a pushy salesperson.
The goal of this blog is to explain the different types of email marketing and give you a few examples. So that you know what’s necessary. That’s called being strategic. Because you’re probably wondering if you really need both campaigns, newsletters and automations. And what’s the difference?
Here is a breakdown of the different ways you can use email to connect with your people and how they actually work in your business.
Automated email flows are your silent workers
Flows (or sequences) are multiple emails set up once and triggered by a subscriber's behaviour. They help you nurture relationships while you are busy running the rest of your business or spending time with your family.
- The welcome sequence: your virtual hello. This series of emails is your opportunity to introduce yourself, set expectations, and start building trust from the moment someone joins your list.
- The lead magnet delivery: this is so much more than just a download link. Even though that's why they signed up, that's not your only goal, I hope. You want to keep the convo going and keep their attention. This flow also helps them understand the next step in their journey.
- The re-engagement flow: a gentle check-in for people who haven't opened an email in a while, giving them a chance to stay or move on if the content no longer fits their needs.
- The post-purchase check-in: instead of a generic delivery receipt, this is a thoughtful follow-up to see how they are finding your service and to offer further support.
Semi-automated or single email automations triggered by actions
Like email sequences, these single emails are set up once and triggered by a subscriber's behaviour. While full sequences are great for nurturing, sometimes you just need a single, timely nudge. These are one-off emails triggered by a specific action or date, designed to meet your subscriber exactly where they are in that moment.
- The 'did you see this' resend: sending the same email to people who didn't open it the first time, usually with a different subject line to see what resonates.
- The birthday or anniversary treat: a simple, automated note to celebrate a subscriber's birthday or anniversary of the date they joined your list. It's a small way to show a little care and that you appreciate them.
- The abandoned-browse (or cart) nudge: for those moments when someone was looking at a service or product but got distracted. This is a gentle "did you forget something" without the high-pressure sales tactics. The abandoned browse is a little trickier to set up. Whereas the abandoned cart is another essential for ecommerce businesses.
- The feedback request: sent a set number of days after a project wraps up or a service is delivered. It’s an intentional way to gather testimonials or learn how you can improve.
- The specific link trigger: if a subscriber clicks a link in your newsletter about a particular topic (like "burnout"), this single email can automatically send them a relevant resource or a deeper dive into that subject.
- The event reminder: a one-off automated prompt sent 24 hours before a workshop or meeting to ensure they have the login details and feel ready to show up. This can be done with tools like Calendly, Acuity or TidyCal.
- The waitlist notification: a single alert sent to a specific segment the moment a spot opens up in a program or a new service becomes available.
- The lead magnet "one month later" check-in: a standalone automation to ask how they went with the tool they downloaded, keeping the conversation going after the initial welcome flow ends.
There's one more (that I can remember off the top of my head). And it's probably the most obvious ones you think of. Plus some extras.
Scheduled email campaigns and broadcasts
These are emails you create and send at a specific time to a specific list of people. They are great for keeping your brand top of mind and sharing what is happening right now.
- The regular newsletter: a consistent touchpoint that shares helpful stories, behind-the-scenes glimpses, letters from the CEO, or mindset shifts.
- The seasonal update: a local focus on what is happening in your world, whether it's a change in hours during the school holidays or a New Zealand-specific event.
- The promotional spotlight: a direct look at a specific service or offer, focusing on the transformation it provides rather than just the price.
If your newsletter ideas are running dry request my 25 newsletter ideas for coaches. It’s free and a lot better, not to mention quicker, than ChatGPT. Your choice.
Examples of email campaign types
There are so many examples I could give you but if you want some good ones the best option is to go to Really Good Emails. This curation site gives you examples that you can search for. I searched for plain text emails and found some in the health and wellness niche.
A typical newsletter campaign example in the healthcare niche.
Newsletter campaign: The Sunday by Daniel Murray, Heights founder.
Heights co-founder Dan Murray shares his journey on mental health and nutrition.
This newsletter talks about the importance of sleep. It has an introduction followed by some feature sections to promote a webinar and talk about magnesium supplements.
A promotional email campaign example using the inverted pyramid email campaign format.
Promotional campaign: Ivee app membership
While this is a healthcare membership, with an app, it also connects consumers with health coaches for consultations as part of their membership plan.
The style isn't my fave but it's a good example a promo for health consultations.
I have reluctantly used the word 'broadcasts' here. It's one of those words that make me cringe as an email marketer. Like EDM (electronic direct mail) and blast they imply email is about 'blasting' or one-way communication. That's not what I advocate for. You're not a charity and you should sell in your emails. But talking at people instead of having a conversation is never going to create connection. Please look inside and ask yourself whether this is what your audience really wants.
Do I need all these email types
You don't need to do all of these at once. For most small businesses, the best place to start is a solid welcome email or welcome sequence. Followed by your ongoing emails or newsletter. Not either/or. These are the minimums in my opinion. Because a welcome sequence without consistent newsletters will mean you’ll miss the opportunity to stay top of mind for the people who didn’t take action in your welcome sequence.
There are different kinds of subscribers. Cold subscribers have just signed up for your email list and don’t know enough to take action. Warm subscribers who have been through your email sequence and have received some emails after. Then there are hot subscribers. They were either close to converting before signing up. Or they are now after your welcome sequence or emails.
Different people have their own timelines and are at different stages of their journey. The timing needs to be right. They need to hear that you can help and you’re the right person for the job.
Your emails are an opportunity to connect, build trust and spark conversations and conversions. Not spamming. You don’t want to burn your list. It’s about creating a permission-based sanctuary where your subscribers feel seen and understood. Because when that happens, you build a lasting impression and a safe space for them to reach out when they’re ready.
If you want to stop being another notification in their inbox and start being a voice they look forward to hearing from, then don’t worry, my emails are open.
