Snorblok is New Zealand's 100% locally owned and operated specialist in anti-snoring and teeth-grinding solutions. With the country's largest range of sleep-aid products – from mandibular advancement devices to nasal dilators, bruxism mouthguards, and sleep accessories – they've built a reputation as the go-to destination for Kiwis struggling with sleep issues.
Without email marketing, Snorblok was leaving significant revenue on the table:
The business was growing, but entirely dependent on paid traffic with no infrastructure to maximise the value of each visitor or customer.
Build email marketing from the ground up as a revenue-driving channel. Create automated systems to capture visitors, recover abandoned purchases, and turn one-time buyers into repeat customers, reducing reliance on paid ads and creating a sustainable, owned marketing asset.
We created a segmented sign-up experience that asks visitors whether they're dealing with snoring or teeth grinding, so we could deliver personalised product recommendations from email one.
The pop-up achieved an 8.93% conversion rate – well above industry average of 3%. In six months, we captured 3,171 new subscribers who opted in to hear from Snorblok.
The welcome flow reached 3,367 subscribers and generated $15.29 per recipient. This segmentation let us match Snorblok's empathetic, problem-solving brand voice while guiding customers toward the right solution for their specific sleep issue.
Beyond the revenue, the segmentation revealed which customer types drove the most value; critical information for inventory planning, product development, and marketing strategy.
We created a two-email recovery sequence with a strategic split: customers with higher cart values receive different messaging than those with lower cart values, optimising the approach
for each segment.
The flow reached 1,863 abandoned carts and recovered 4.8% of them, generating $2.34 per recipient from customers who would have otherwise been lost. For a business selling considered-purchase sleep solutions where customers often need time to decide, this automated recovery system works around the clock to bring hesitant buyers back.
We built a nurture sequence that guides first-time buyers toward becoming repeat customers, educating them on product care, introducing complementary products, and building long-term loyalty.
The flow reached 4,715 customers and generated $0.19 per recipient. For a brand selling durable sleep solutions where customers may need months to see results before considering additional products, this automated nurture keeps Snorblok top-of-mind without relying on paid ads to re-engage them.
We implemented a strategic campaign calendar that balanced list warm-up, seasonal promotions, and product education. Over six months, we sent 14 campaigns, including a focused Black Friday/Cyber Monday sequence, that complemented the automated flows
without overwhelming subscribers.
Campaign results: 43.06% average open rate, 2.17% average click rate, contributing 26.3% of total email revenue. Standout performers included the Father's Day campaign and the Beeswax Earplugs product feature. The approach kept engagement high and the audience genuinely interested in hearing from Snorblok.
In six months, email went from non-existent to 35% of Snorblok's total revenue, while building an owned audience of an additional 3,350 engaged subscribers to add to their total database of over 25,000 people. This is traffic Snorblok now owns instead of renting from Meta and Google.
Today, 73.7% of Snorblok's email revenue comes from automated flows, with campaigns used strategically for promotions and product education. More importantly, email now drives over a third of total revenue with systems that work around the clock without ongoing ad spend.
"Ando has recently started building an email marketing program for our ecommerce site. It was instantly successful, bringing in extra sales as soon as it was actioned. Ando is fantastic to work with and his emails are compelling and professional. We are looking forward to working with Ando further as we build out our email marketing program. Thank you."
– Campbell Suckling, Founder of Snorblok
And Claire from Snorblok's mailing list had this to say:
Hi team,I wanted to say that’s some of the smartest email marketing I’ve seen in a while, and I’m a senior marketer.
Perfect timing, use of data driven insights, validation of why I’d need a new one (and you were bang on), and the discount code.
Plus the fact that my dentist checked out my guard and said that it was a decent one to use (he was never going to give it the complete green light as he would prefer me to use a custom super expensive one!!
Have made an order.
Nice work team - give the person doing your marketing a reward!!"
If your ecommerce store is growing but you don't have email marketing pulling its weight, or you're starting from scratch, let's talk. We build email systems that capture, convert, and retain customers.
Get in touch: ando@andosmarketing.com
P.S. If you're spending money on paid ads to drive traffic, you're leaving money on the table if you're not converting that traffic into subscribers. Email lets you re-target them for free instead of constantly paying Meta, Google, and TikTok.
All numbers reflect email performance from July 19, 2025 - January 19, 2026 – Snorblok's first six months with us.
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