This is general information, not legal advice.
The short answer
Only email people who have agreed to hear from you, say clearly who the email is from, include an unsubscribe option that works, and send things your readers find useful. New Zealand's Unsolicited Electronic Messages Act is built around consent, identification and unsubscribe, and failing to comply can mean a fine of up to $500,000.1
Get consent properly
- Add a clear, unticked sign-up on your website, and say what people will receive.
- Keep a record of when and how each person signed up.
- Do not buy lists or add people just because they gave you a business card without asking.
Identify yourself and let people leave
Every marketing email should identify the person or business that sent it,1 and include a working unsubscribe facility.1 Honour requests promptly. A clear unsubscribe link protects you and keeps your list healthy.
Handle the data carefully
Email lists hold personal information, so the Privacy Act applies too. Collect only what you need, keep it secure and explain how it is used. See my guide to NZ marketing rules.
What to send
- Something useful first. Tips, updates or case studies your customers care about.
- One clear idea per email. One topic, one action.
- A plain subject line. Say what is inside, without tricks.
- A human voice. Write like a person.
- A clear next step. Reply, book or read more.
How often
Consistency matters more than volume. A short email every two to four weeks that people actually read beats a daily blast they ignore. Start small, watch your unsubscribe and reply rates, and adjust.
Measure what happens
Track enquiries that come from email, using tracked links, so you know whether it earns its keep. See tracking website enquiries.
If you want help setting up email as part of a wider plan, see my strategy work, or say hello.
References
- What anti-spam law means for businesses. Department of Internal Affairs. Accessed 5 October 2026.