An email marketing company that individualises email campaigns has opened an office in Auckland and is keen to sign up local customers. Experian CheetahMail Asia Pacific director John Mearakovsky says its business is driven by customer’s data.
“From a CIOs perspective managing that information is a perfect fit. What we find across our customer base is that marketing departments have varied levels of expertise when it comes to customer data. We work closely with CIOs to make sure their data sources are clean.”
He says the company offers a platform that can integrate with CRMs to enable emails to be individualised.
“This is based on demographics and preferences- what people are interested in reading about online.”
He adds that the email can be tailored to people rather than sending what he calls “load and blast campaigns.”
According to Forrester's B2B Marketer’s Budget Trends Report, email marketing is the most utilised marketing tactic with 87 per cent of businesses employing it as part of their marketing strategy.
The company has A/NZ customers such as Borders and Estee Lauder but is keen to sign up more local companies.
“Our model is based on putting people on the ground and we’re recruiting account managers now. People need local service,” says Mearakovsky.
The company works with Intrepid Travel in Australia and sees the tourism industry in New Zealand as a strong opportunity to deliver its email marketing service.
Tourism plays a key role in New Zealand's economic growth and currently contributes around $12.8 billion per annum to GDP.
“Our Experian folk on the ground here have been in touch with Air New Zealand and want to show them what we could do for them,” he says.
And the company can offer a good ROI for CIOs, says Mearakovsky.
“From a cost basis, looking at whether or not outsourcing email delivery is a cost benefit to an organisation is a tricky one. We can quantify all our costs such as email and additional services. The thing we try and focus on is not the cost but the return on investment. The typical industry average return on investment is US$45 FOR $1 spend on email marketing when people are doing it well.”
The company is also in discussions with CIOs, mainly in Australia.
“We’re talking to a number of CIOs at the moment about implementing the system as a replacement for an internally developed email platform. That was very much the case at Intrepid Travel. The IT director was integral to the process because they had evolved an email service over time but we could offer [them] more functionality,” says Mearakovsky.
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