Experian CheetahMail launches email marketing service in New Zealand

20/07/2009

Auckland, New Zealand- 5 June 2009- Experian, the global information services company, today announced the launch of Experian CheetahMail in New Zealand. Experian CheetahMail will offer New Zealand businesses a full-service streamlined method to manage and measure the success of their permission-based email marketing campaigns. Experian CheetahMail is the first global email marketing company to deliver its expertise on-the-ground in New Zealand  . It will operate across the country from its offices in Auckland.

Experian CheetahMail is a permission-based email marketing service that leverages customer intelligence such as demographic and psychographic information along with response behaviour to deliver timely and relevant email communications. By combining its global best practices and local knowledge, Experian now offers flexible and robust email marketing services in New Zealand, helping organizations to better leverage the email channel. The launch will also complement the information solutions already being delivered by Experian in New Zealand, such as Experian QAS, a contact data management service.

Email marketing is the most utilised marketing tactic, with 87 per cent of businesses employing it as part of their marketing strategy . With email fatigue on the rise, it is vital that New Zealand businesses capture the attention of customers and prospects via relevant email communications that require the support and analytical capabilities of Experian CheetahMail.

The economy in the last 18 months has created a distinct shift in consumer attitudes and spending in New Zealand. Retail turnover experienced a 1.1 per cent decrease in the quarter to December 2008 valued at $62 million. This is a 2.9 per cent fall since January 2008 .

Commenting on the current economic outlook in New Zealand, John Merakovsky, Director Experian CheetahMail, APAC said: “Effective and targeted customer communications have become increasingly significant factors for companies in their efforts to maintain revenue and positive brand awareness. Experian CheetahMail’s sophisticated digital marketing capabilities will help New Zealand companies connect with their customers through the combination of accurate data and the ability to manage, design, deliver and analyse individually targeted email campaigns.”

Merakovsky continued: “When it comes to email marketing, irrelevance is the new spam. By showing a greater understanding of what customers want, businesses can create stronger customer relationships that ultimately protect and grow sales.”

As a primary target, Experian sees the tourism industry in New Zealand as a strong opportunity to deliver its online marketing services. Tourism plays a key role in the country’s economic growth and currently contributes approximately $12.8 billion per annum to GDP. With the current economic conditions stifling leisure travel it is increasingly important for the tourism industry as a whole to maximize the impact of its email communications through relevant, one-on-one campaigns. The targeted marketing capabilities that Experian CheetahMail offers will help the tourism and other retail industries to achieve these goals.