Black Pearl, which measures and analyses the effectiveness of emails as a communications tool, transforms everyday business email into an enhanced communication tool and dynamic digital marketing asset.
Westpac NZ Chief Digital Officer, Simon Pomeroy, said Westpac chose Black Pearl Mail because the company saw the opportunity to “leverage outgoing emails from a branding perspective.”
“We particularly liked the fact that our TV commercials or a new product launch could be embedded – giving us further brand and marketing reach. We realised that by using Black Pearl Mail, an existing communications tool could be turned into a digital marketing channel with millions of potential views each year.”
“Email is the number-one form of business communication and yet has some fundamental flaws that our technology, which has a patent pending, solves. Ensuring all employees’ emails and email signatures have a consistent appearance on all devices, and via all global servers, is a step change and a significant branding benefit for a consumer-focused company like Westpac.
“Westpac’s bespoke Black Pearl system also enables employees’ email branding to be centrally controlled. For example, signatures are no longer set up at the device level and there is no deviation in format, which is often an issue for large companies like retail banks.”
Lissette said Black Pearl Mail also enables clients to measure and analyse the effectiveness of their emails as a communications tool through customised reports including key analytics such as percentage of emails opened and links clicked on. More immediately, users can opt to see if an email they’ve sent has been opened.
According to Lissette, Black Pearl Mail is currently in discussions with over 100 companies globally, including other banks, and has a downloadable cloud-based version available to SMEs.
The three-year old company is headquartered in Wellington and has just this month opened an office in Sydney and has plans for further offshore expansion in the near future.