Updated: May 27, 2025
Author: Vivienne Wang
With how oversaturated the digital sphere can feel at times, some have asked the question: “Is email marketing dead?”
The short answer? No.
With changing privacy laws, social media platforms constantly evolving, and AI reshaping the online landscape, digital marketing is in a constant state of evolution. Despite this, email remains one of the most cost-effective and direct ways to engage your audience.
This article, from the team at Adhesion, offers the long answer: the current state of email marketing in 2025, and what NZ businesses need to know.
Rather than being outdated, email has matured. It’s now more strategic in how it’s used to target both potential and returning customers. Despite the rise of countless online channels, most people still check their inbox daily — especially for updates, promotions, and receipts. In fact, data shows email continues to deliver impressive ROI: US$36 for every US$1 spent (roughly NZ$60 for every NZ$1.75).
In 2025, people are more selective about the content they consume. They’re wary of spam. Consider your business's various communication channels, then think strategically about how your messaging is delivered, and how it will best be received.
It’s not about blasting bulk emails — it’s about relevance, timing, and value.
In New Zealand, the Unsolicited Electronic Messages Act 2007 is the cornerstone of compliant email marketing. It outlines three key requirements:
The Privacy Act 2020 also reinforces how important it is to handle personal data responsibly.
More recently, tools like Apple’s Mail Privacy Protection have added complexity. Users can now hide their IP addresses and prevent tracking of open rates, making it harder to measure campaign performance.
While open rates have become less reliable, this doesn’t mean email is less effective. Instead, the focus has shifted to quality over quantity — and on engagement metrics like clicks, conversions, and reply rates. Building trust is more important than ever, with businesses needing to get clear consent and protect user data.
Email is owned media, meaning you’re not at the mercy of algorithms like on social media. With AI changing how search engines work, having a direct line to your customers is more valuable than ever.
It’s an ideal tool for building relationships, educating your audience, and driving repeat business. Email marketing works particularly well for:
For New Zealand SMEs with limited budgets, email offers low-cost, high-return marketing. Platforms like Mailchimp, Klaviyo, or HubSpot make it more accessible than ever, offering automation and tracking tools that let you test, learn, and integrate email into your wider digital efforts.
Email marketing isn’t dead — it’s just smarter and more intentional. In 2025, NZ businesses that integrate email into their digital strategies and keep their audience front and centre will continue to see strong results.
Unsure where to start? Our team at Adhesion can help — from one-off setups to ongoing campaign management. Get in touch today to bring your email strategy to life.
"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."
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"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!"
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"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."
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"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."
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"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."
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"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!"
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"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
