If you’re a frequent flyer or an avid traveler, it’s highly likely that you’ve received an email from Air New Zealand or the Airpoints Store at some point. Their emails are engaging, informative and leave a lasting impression on the reader. But, what makes Air New Zealand’s email marketing strategy so successful, and what can small New Zealand businesses learn from their approach? Let’s take a closer look. 


Personalisation: The Power of Tailor-Made Content

Air New Zealand’s commitment to personalisation is no secret. Instead of a one-size-fits-all approach to customer communication, the airline invests time and effort into understanding each individual’s preferences and purchase history. By doing so, they can create customised content that truly resonates with each customer, taking into account details like favourite travel destinations and seating preferences. This level of personalisation has been shown to drive engagement and build a loyal customer base, with personalised emails having a 29% higher open rate and 41% higher click-through rate than non-personalised emails, according to a study by Epsilon.

For small businesses looking to achieve similar results, implementing personalisation can be a game-changer. By segmenting email lists based on customer data and tailoring messages accordingly, they can connect with customers on a more personal level, creating a more engaging and ultimately more effective customer experience.


Storytelling: Inspiring Readers to Explore New Places

Air New Zealand’s email marketing strategy isn’t just about selling flights; it’s about telling stories. Through captivating narratives and stunning imagery, they take readers on a journey to different parts of the world, inspiring them to explore new places. For instance, one of Air New Zealand’s recent emails showcased the rugged West Coast and stunning Coromandel Peninsula of New Zealand. By combining engaging copy with vivid imagery, Air New Zealand was able to educate and delight its readers.

Small businesses can also harness the power of storytelling to make their emails more memorable and persuasive. By sharing stories about their products or services and how they’ve helped customers in the past, small businesses can create an emotional connection with their audience and differentiate themselves from competitors. Storytelling is a powerful tool for inspiring action and creating lasting impressions, making it an essential component of any effective email marketing strategy.

Design: Aesthetically Pleasing Emails That Stand Out

Air New Zealand’s emails are not only informative and engaging but also visually stunning. The airline’s emails boast bold typography, high-quality imagery, and innovative layout designs, creating a cohesive and visually compelling experience for the reader. Interactive elements and clever use of whitespace also add to the overall aesthetic appeal.

Small businesses can learn from Air New Zealand’s design approach by investing in high-quality visuals and using design elements strategically to enhance the user experience. For example, adding interactive elements like GIFs or videos can increase engagement and make emails more memorable. By using design elements thoughtfully, small businesses can create aesthetically pleasing emails that stand out in their customers’ inboxes and leave a lasting impression.


Timing: Sending the Right Message at the Right Time

Timing is key for Air New Zealand’s email marketing strategy. Rather than sending emails randomly, they carefully plan and schedule their messages to coincide with key events and holidays, making them more timely and relevant to their customers. For instance, their recent Easter promotion allowed customers to participate in a fun Airpoints Store Easter egg hunt, with the grand prize of 3000 Airpoints dollars.

By staying attuned to their customer’s needs and preferences, Air New Zealand is able to deliver the right message at the right time. Small businesses can also improve their email marketing efforts by planning their campaigns in advance and aligning them with key events or holidays that are relevant to their audience. This strategic approach can help small businesses increase engagement and drive sales by reaching their customers at the right moment with the right message.


Air New Zealand’s email marketing strategy is a shining example of how personalisation, storytelling, design, and timing can work together to create effective and engaging campaigns. By understanding its customers’ preferences and using visually appealing narratives, Air New Zealand builds meaningful connections with its audience and drives revenue for the airline. Small businesses can learn a lot from this approach and apply it to their own email marketing efforts, ultimately delighting and engaging their customers with every message they send.