Email & Lifecycle Marketing

Introduction

Acquiring a customer can cost up to five times more than keeping one, yet many NZ SMEs neglect automated email and SMS flows. Our Email & Lifecycle Marketing service turns one‑off buyers into loyal customers with AI‑driven personalisation and behaviour‑based triggers. Whether you run an online store or service‑based business, we ensure every subscriber receives the right message at the right time—maximising engagement and your bottom line.

Why Lifecycle Marketing Matters for NZ SMEs

Rising Acquisition Costs

With CPCs on Google and Facebook climbing, relying solely on paid ads to drive revenue isn’t sustainable. Automated email and SMS campaigns harness owned channels—dramatically lowering marginal costs per sale.

Cookie Deprecation & Privacy

As third‑party cookies disappear, first‑party data becomes king. Building robust email lists and SMS consents gives you direct access to customers, fully compliant with New Zealand’s Privacy Act 2020 and international standards.

Customer Experience Expectation

Modern consumers expect personalised experiences. Generic newsletters and batch‑and‑blast sends lead to unsubscribes and brand fatigue. Behavioural triggers (welcome sequences, abandoned cart reminders, VIP offers) demonstrate relevance and care.

Measurable ROI & Attribution

Every automated flow is tracked end‑to‑end—from open, to click, to purchase—fed into our real‑time dashboard. You’ll know precisely which emails drive revenue and where to refine.

Our Four‑Phase Email & Lifecycle Framework

1. Strategy & List Building (Weeks 1–2)

• Audit & Segmentation: We review your existing subscriber lists for hygiene (duplicates, invalid addresses, spam traps) and segment by purchase history, engagement levels and demographics.
• Subscription Touchpoints: Craft optimised opt‑in forms and pop‑ups for high‑converting placements using GDPR‑equivalent consent language vetted for New Zealand’s Privacy Act compliance.
• Value‑Driven Incentives: Design lead magnets that resonate with Kiwi audiences—local slang, references to NZ events and relevant seasonal triggers.
• SMS Permissioning: Implement double‑opt‑in for SMS consents, ensuring clear messaging on frequency and content and integrating with NZ‑compliant SMS gateways.

2. Flow Development & Automation (Weeks 3–5)

We build and launch the core automated sequences most critical to revenue growth:

• Welcome Series:
  • Email 1 (Immediate): Thank‑you and brand story—introduce your values, highlight best‑sellers, set expectations.
  • Email 2 (Day 2): Social proof—customer testimonials, press mentions and NZ‑specific trust signals.
  • Email 3 (Day 5): Incentive reminder—limited‑time discount or free shipping to prompt first purchase.
• Abandoned Cart Recovery:
  • SMS 1 (1 hour post‑abandon): Friendly nudge—“Hey [First Name], you left something in your cart at [Shop Name]. Complete checkout now!”
  • Email 1 (6 hours): Visual cart summary, social proof, 24‑hour discount code.
  • Email 2 (24 hours): Urgency reminder—low stock alert or expiring offer.
  • Email 3 (72 hours): Final attempt—“We’ll save your cart for 48 more hours” plus customer service link.
• Browse Abandonment & Product Recommendations: AI‑driven product cards based on viewed categories, cross‑sell suggestions and best‑sellers.
• Post‑Purchase & Review Requests:
  • Email (3 days after delivery): Thank you + review request with direct link to Google Business Profile or product page reviews.
  • Email (14 days): Cross‑sell complementary products.
• Win‑Back & Re‑Engagement:
  • Email (60 days no purchase): “We miss you!” plus personalised offer.
  • SMS (if consented): “Haven’t seen you for a while—here’s 10 percent off your next order.”

3. Personalisation & Ongoing Optimisation (Month 2+)

• Dynamic Content Blocks: Swap hero images, product thumbnails and headlines based on subscriber segments (e.g., Auckland vs. Hamilton residents, frequent vs. lapsed buyers).
• Predictive Send Times: AI models analyse past engagement to send emails at each contact’s peak open window—improving open rates by up to 15 percent.
• A/B & Multivariate Tests: Continuously experiment with subject lines, preheaders, visuals and CTAs. Automated winner selection feeds insights back into all active campaigns.
• SMS Short Codes & Two‑Way Messaging: For high‑value clients, implement branded SMS short codes and auto‑responders to capture inquiries directly from texts.

4. Reporting & Continuous Growth (Ongoing)

• Real‑Time Dashboard: Track key metrics—total sends, open rate, click‑through rate, conversion rate, revenue per email/SMS—in one live view.
• Monthly Performance Review: Deep‑dive deck covering flow performance, top‑performing segments and strategic recommendations.
• Quarterly Strategy Workshops: Align on new product launches, seasonal campaigns and CRM integration opportunities.

Pricing & Packages

All packages include up to 10,000 email sends and 2,000 SMS credits per month. Additional sends/credits at NZ$0.10 per email, NZ$0.15 per SMS.

Success Story: Pure Kiwi Provisions

“BWD Media’s email flows alone delivered a 38% increase in repeat purchases within 90 days—and SMS reminders drove a further 22% lift. Their A/B testing uncovered subject lines that doubled our open rates.”

— Emma J., Co‑Founder

• Welcome Series: 48 % average open rate, 12 % click‑through
• Abandoned Cart: recovered 28 % of abandoned revenue
• SMS Campaigns: 35 % click‑to‑purchase rate

Frequently Asked Questions

Ready to Transform Your Customer Journeys?

Book your free Email & Lifecycle Marketing audit to uncover hidden revenue opportunities and see a mock‑up flow built for your brand.

Claim Your Free Audit

Questions? Reach our Lifecycle Specialist:

• Phone: 027 626 7971
• Email: info@bwdmedia.co.nz

Let’s turn one‑time buyers into lifelong advocates.