Automated nurture programme helps Immigration NZ engage skilled migrants

Immigration New Zealand has partnered with Qrious, to deliver the latest in personalised marketing with an automated lead nurture programme that allows them to seamlessly guide appropriate migrant applicants through the typically complicated process of immigration.

The Government agency is responsible for driving interest from skilled migrants whose occupations are on New Zealand’s skill shortage list. They wanted a proactive approach that could easily engage with potential migrants to send them targeted and useful information and keep New Zealand top of mind in their relocation search and support them after they arrived in New Zealand. 

Immigration New Zealand partnered with Qrious to use their marketing automation platform, UbiQuity. It allows Immigration New Zealand to take the data from website registrations and feed it directly into a sophisticated lead nurture programme that includes a series of personalised emails – based on their occupation, nationality, age and visa type - to help prospects make informed decisions about their future. 

“Partnering with Qrious allows us to benefit from the full power of marketing automation. We are really impressed at the effort they go to work with us to co-design solutions to meet our specific needs,” says Greg Forsythe, National Manager, Marketing at Immigration New Zealand. “All of which lets us capture, nurture and retain leads at a scale which would be otherwise impossible,” he says. 

Forsythe says that once the migrants arrive in New Zealand, they are automatically sent personalised information to help them understand local tax obligations, employment rights, healthcare, education and more.

“The ability to use data to personalise communications ensures relevance and delivers high quality engagements with high value migrants, providing a fantastic first impression of New Zealand.” 

Nathalie Morris, CEO of Qrious, says that her team has successfully built a complete lead nurture and retention programme that is highly-personalised, yet user-friendly enough to be maintained and managed by Immigration New Zealand themselves. 

“We are excited to see a Government agency embracing data and automation in a sophisticated way to streamline processes, increase efficiency and create a great customer experience,” she says.

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