CheezeDMG was appointed last year to drive awareness and sales through using search and display, as well as web 2.0 marketing activities.
The agency will now work on creative, strategy and deployment for three themed promotional emails per month.
Each email will offer incentives and link through to the Canterbury of New Zealand online store, with the first providing information on upcoming sporting events, the second promoting Canterbury of New Zealand's on-field and the third its off-field offer.
Recipients will be invited to follow and regular status updates on Facebook branded communities.
Mostyn Thomas, head of marketing at Canterbury of New Zealand, said: "Our goal is to engage and interact with sports fans wherever they might be online.
"Last year, with the search and display campaigns working well, CheezeDMG applied a successful incentive they'd been running on our Google Adwords campaign, which drove a 51% increase in sales via the website, to our re-launched Facebook fanpage, supporting it with banner ads on Facebook.
"Now CheezeDMG's task is to help us bring email into the mix, integrating learnings and data from activity to date into future online campaigns to further engage sports fans with the brand and drive them to them to the website to make a purchase."
Dating back to 1904 Canterbury NZ specialises in high-end technical sportswear across many arenas including, rugby, cricket, football, hockey and golf.