3 Types of Emails Every Business Should Be Sending

Updated: May 27, 2025

In a digital world that seems at times crowded, email marketing remains an effective method of reaching customers directly. For NZ SMEs in particular, email provides a low cost, high return channel that lets you provide value to your most engaged users without having to worry about software updates or the latest algorithms.

This post from the Adhesion team outlines the three most important email types every business should be sending to keep their customers tuned in. After all, email marketing still works, and is sure to continue evolving in 2025.

1. The Welcome Email

When to send it: Immediately after someone signs up or becomes a customer.
Why it matters: First impressions are important – this is your chance to make an impact. Your welcome email sets the tone for your brand and is the first step to establishing a lasting relationship with your customers.
What to include:
- A friendly introduction; this is a welcome, after all!
- A brief value proposition to reaffirm your subscriber’s interest in your brand.
- Let them know what they can expect from future emails – events, stories, promotional updates, etc. You can reinforce the value your emails will provide and establish how often they’ll be sent, e.g. a weekly wrap-up, a monthly newsletter, so your subscribers can be kept in the loop at all stages.
- Optional: provide users with a discount code or special welcome offer to encourage them to jump straight into purchasing, showcasing the value of being on your email list from the outset.
Learn more about what makes a great welcome email.

2. Promotional Emails

When to send it: During a promotional campaign, such as new product or service launches, seasonal or limited-time offers, or special announcements.
Why it matters: Promotional emails are crucial for driving sales, bookings, or traffic to your site. While your content will depend on the precise context and goals of your campaign, keeping your messaging timely and engaging is key to driving these conversions.
Tips for effectiveness:
- Use eye-catching subject lines to quickly get your message across and maximise open rates.
- Have a clear call-to-action (CTA) that underscores your conversion goal.
- Provide strong visuals or offer details that resonate with your audience.

3. Re-engagement Emails

When to send it: When a contact hasn’t opened your emails in a while.
Why it matters: Re-engagement emails keep your list healthy and help you avoid the spam filter, as too many unengaged subscribers will harm the deliverability of your emails. By reaching out to these users, you’ll have a final opportunity to try to win them back before you suppress them from receiving future emails.
Examples of content:
- “We miss you!” messages; an emotional tone is typically leveraged in order to encourage engagement.
- Incentives to return, such as discount codes or free shipping.
- Reminders of value or updates they might have missed.
Bonus tip: Let users easily update preferences or unsubscribe. In addition to being a user-friendly practice, this is actually a mandatory requirement for businesses in New Zealand. Unsubscribe links are typically placed in the email’s footer, where they’ll be present but not overly distracting.

Final Tip: Make It Easy

With a wide variety of available platforms such as Klaviyo or Mailchimp, automating emails is easier than ever before.
Make sure your emails are mobile-friendly and branded consistently, across different templates as well as your other channels, i.e. your website or social media.
Always test and review your emails to see what works best for your audience.

Conclusion

The upside to email marketing? You likely won’t be sending every day. After all, the key is sending the right emails at the right time. By beginning with these three categories, you’re in the perfect position to start building stronger relationships with your customers and grow your business.

If you’re wondering how to tailor your email strategy to your company, or curious about which automation platform is right for you, Adhesion is here to help.

Reach out today to learn how to prime your business with powerful emails that keep your audience coming back for more.

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"We have been working with Ricki-lee from Adhesion with our online marketing for a while now and I can tell you she is full of great ideas for getting people interested and contacting our business. In fact, Ricki-lee is now a very important part of our team, and I can't recommend her, and the team behind her, highly enough."

★★★★★ Kevin Downing June 2025
"I've really enjoyed working with Jen and Ryan from Adhesion! They've been very responsive and knowledgeable and have gone out of their way to help when I've needed campaigns setup in short notice. Highly recommend the team at Adhesion!!!"

★★★★★ Karthik Hariharan May 2025
"Very efficient in getting a result."

★★★★★ Oksana Fediuk May 2025
"We've been with Adhesion for a couple of years now, and they've consistently provided prompt and reliable support. Thanks a lot team for your expert advice and exceptional service throughout this time. Our Google Ads have been performing much better in recent months, thanks to your hard work and dedication. Our recent experiences with Ricki-Lee and Jennifer have been fantastic—it’s such a relief to know that we can be in contact anytime we need. It truly feels personal. Thanks again, ladies! 😊"

★★★★★ Sandeep Nagpal May 2025
"I have been with Adhesion for a couple of years and I am very confident that they are working in my best interest. Peter Volkov communicates well with me and picks up concepts about my business quickly. I am doing well in my business as a result of Adhesion's commitment to their client. I previously had an unfortunate experience of working with a large company who promised the world, charged the earth and delivered nothing of value. The difference now is outstanding."

★★★★★ Karen @ Child Behaviour Service April 2025
"Peter has done a great job running my google ads - highly recommended."

★★★★★ Alex Patten April 2025
"Working with Adhesion I have found them to not only be very helpful but also reasonable and fair on pricing"

★★★★★ Rita Patel-Kumar April 2025
"After years of watching clients get burned by faceless agencies and one-person marketers who vanish overnight, finding Phillippa at Adhesion felt like a revelation."

★★★★★ Alex Mann April 2025
"Ricki-Lee was an amazing account manager. Always pro-active and looking for improvements to my campaign. Would highly recommend!"

★★★★★ Chris April 2025
"A huge thank you to Adhesion, and especially to Ricki-lee, for being an absolute rockstar with my ad campaigns! From the very start, she’s been incredibly responsive—always quick to answer any questions and on top of everything to make sure my ads are running smoothly. I love how creative she is, the way she puts the ads together is just perfect! She continuously monitors and optimizes them, making sure they perform at their best. If you're looking for someone who truly cares about your success and delivers amazing results, Ricki-lee is the one!"

★★★★★ Picnique Queenstown February 2025
"I've had the pleasure of working with the Adhesion team for years, and they have consistently provided professional and valuable services. The entire team is fantastic to work with, and Courteney, in particular, stands out for her attentiveness and responsiveness. Her keen attention to detail and dedication to delivering top-quality service have greatly benefited our projects. I highly recommend Adhesion for their expertise, reliability, and outstanding customer support."

★★★★★ Frank Krieger January 2025
"Adhesion, Jen & Court have taken our online marketing strategy from strength to strength over the many years we have been using them for Gordon Harris. Courteney is an absolute star! Their knowledge is deep and broad, keeping us up to date with the latest opportunities to make our campaigns work better. Highly recommend."

★★★★★ Laura Budd January 2025
"I worked with Reuben @ Adhesion through a previous business which was sold and a new start up business of mine. Very prompt at setting up new campaigns, sorting issues and implementing changes. Nothing was ever an issue and all campaigns delivered acceptable results. Would recommend to any small business owner looking for a more personal agency."

★★★★★ Kyle Simpson December 2024
"We love working with the team at Adhesion, they did an outstanding job with our website—The Lodge at 58 North. Not only did they understand our unique needs as small business owners, but they also perfectly blended creativity and functionality, crafting a site that captures the spirit of our lodge while providing an intuitive, user-friendly experience for our guests. The team's attention to detail and expertise brought our vision to life, showcasing our lodge's unique charm and commitment to authentic experiences.The whole team is professional, highly responsive, and genuinely invested in our success—making us feel supported every step of the way. The result is a beautiful, functional website that reflects our lodge and makes it easy for visitors to explore, book, and get excited about their stay.We highly recommend the Adhesion Team—it's a joy to work with them!"

★★★★★ Administrative Assistant October 2024
"I would like to say that Reuben Nel from Adhesion has been of excellent assistance with our google words campaign. He has excellent knowledge and insight and could communicate that in an easy and understandable way. I would certainly recommend Reuben to you"

★★★★★ Leave Calendar October 2024
"We've been working with Courteney from Adhesion for a year now and it's one of the best business decisions we've made. The growth in online sales, as well as in-store referrals, is testament to Courteney’s expertise. Her communication is superb, she offers practical advice, and nothing is a problem. Highly recommend!"

★★★★★ Velo Ronny's Bicycle Store September 2024
"I have been using adhesion for about 2 months now and my ads and revenue has increased significantly, not too mention there customer service is 5 star. I will carry on working with this company and Rueben Thank you for great work. I highly recommend after using many different agency’s over the last 2 years in NZ and AU. Thanks Again James Roberts SPORTZONE"

★★★★★ James August 2024

See all Google Reviews for Adhesion

Don't just take our word for it. See what our customers have to say:

"We have been working with Ricki-lee from Adhesion with our online marketing for a while now and I can tell you she is full of great ideas for getting people interested and contacting our business. In fact, Ricki-lee is now a very important part of our team, and I can't recommend her, and the team behind her, highly enough."
★★★★★ Kevin Downing June 2025

"I've really enjoyed working with Jen and Ryan from Adhesion! They've been very responsive and knowledgeable and have gone out of their way to help when I've needed campaigns setup in short notice. Highly recommend the team at Adhesion!!!"
★★★★★ Karthik Hariharan May 2025

"Very efficient in getting a result."
★★★★★ Oksana Fediuk May 2025

"We've been with Adhesion for a couple of years now, and they've consistently provided prompt and reliable support. Thanks a lot team for your expert advice and exceptional service throughout this time. Our Google Ads have been performing much better in recent months, thanks to your hard work and dedication. Our recent experiences with Ricki-Lee and Jennifer have been fantastic—it’s such a relief to know that we can be in contact anytime we need. It truly feels personal. Thanks again, ladies! 😊"
★★★★★ Sandeep Nagpal May 2025

"I have been with Adhesion for a couple of years and I am very confident that they are working in my best interest. Peter Volkov communicates well with me and picks up concepts about my business quickly. I am doing well in my business as a result of Adhesion's commitment to their client. I previously had an unfortunate experience of working with a large company who promised the world, charged the earth and delivered nothing of value. The difference now is outstanding."
★★★★★ Karen @ Child Behaviour Service April 2025

"Peter has done a great job running my google ads - highly recommended."
★★★★★ Alex Patten April 2025

"Working with Adhesion I have found them to not only be very helpful but also reasonable and fair on pricing"
★★★★★ Rita Patel-Kumar April 2025

"After years of watching clients get burned by faceless agencies and one-person marketers who vanish overnight, finding Phillippa at Adhesion felt like a revelation."
★★★★★ Alex Mann April 2025

"Ricki-Lee was an amazing account manager. Always pro-active and looking for improvements to my campaign. Would highly recommend!"
★★★★★ Chris April 2025

"A huge thank you to Adhesion, and especially to Ricki-lee, for being an absolute rockstar with my ad campaigns! From the very start, she’s been incredibly responsive—always quick to answer any questions and on top of everything to make sure my ads are running smoothly. I love how creative she is, the way she puts the ads together is just perfect! She continuously monitors and optimizes them, making sure they perform at their best. If you're looking for someone who truly cares about your success and delivers amazing results, Ricki-lee is the one!"
★★★★★ Picnique Queenstown February 2025

"I've had the pleasure of working with the Adhesion team for years, and they have consistently provided professional and valuable services. The entire team is fantastic to work with, and Courteney, in particular, stands out for her attentiveness and responsiveness. Her keen attention to detail and dedication to delivering top-quality service have greatly benefited our projects. I highly recommend Adhesion for their expertise, reliability, and outstanding customer support."
★★★★★ Frank Krieger January 2025

"Adhesion, Jen & Court have taken our online marketing strategy from strength to strength over the many years we have been using them for Gordon Harris. Courteney is an absolute star! Their knowledge is deep and broad, keeping us up to date with the latest opportunities to make our campaigns work better. Highly recommend."
★★★★★ Laura Budd January 2025

"I worked with Reuben @ Adhesion through a previous business which was sold and a new start up business of mine. Very prompt at setting up new campaigns, sorting issues and implementing changes. Nothing was ever an issue and all campaigns delivered acceptable results. Would recommend to any small business owner looking for a more personal agency."
★★★★★ Kyle Simpson December 2024

"We love working with the team at Adhesion, they did an outstanding job with our website—The Lodge at 58 North. Not only did they understand our unique needs as small business owners, but they also perfectly blended creativity and functionality, crafting a site that captures the spirit of our lodge while providing an intuitive, user-friendly experience for our guests. The team's attention to detail and expertise brought our vision to life, showcasing our lodge's unique charm and commitment to authentic experiences.The whole team is professional, highly responsive, and genuinely invested in our success—making us feel supported every step of the way. The result is a beautiful, functional website that reflects our lodge and makes it easy for visitors to explore, book, and get excited about their stay.We highly recommend the Adhesion Team—it's a joy to work with them!"
★★★★★ Administrative Assistant October 2024

"I would like to say that Reuben Nel from Adhesion has been of excellent assistance with our google words campaign. He has excellent knowledge and insight and could communicate that in an easy and understandable way. I would certainly recommend Reuben to you"
★★★★★ Leave Calendar October 2024

"We've been working with Courteney from Adhesion for a year now and it's one of the best business decisions we've made. The growth in online sales, as well as in-store referrals, is testament to Courteney’s expertise. Her communication is superb, she offers practical advice, and nothing is a problem. Highly recommend!"
★★★★★ Velo Ronny's Bicycle Store September 2024

"I have been using adhesion for about 2 months now and my ads and revenue has increased significantly, not too mention there customer service is 5 star. I will carry on working with this company and Rueben Thank you for great work. I highly recommend after using many different agency’s over the last 2 years in NZ and AU. Thanks Again James Roberts SPORTZONE"
★★★★★ James August 2024

See all Google Reviews for Adhesion