CPS (Calibration & Pressure Specialists)

​CPS (NZ) Ltd is New Zealand’s leading instrumentation and calibration specialist, offering IANZ-accredited calibration services across pressure, temperature, electrical, and relief valve testing. With over 35 years of experience, CPS provides tailored calibration solutions and supplies high-quality equipment from global brands, serving industries such as dairy, oil & gas, healthcare, and advanced manufacturing.

CPS had a large but outdated contact database, no active email marketing system in place, and limited visibility into how their communications were performing. They wanted a simple, consistent way to stay in front of their B2B clients and showcase their 30+ years of calibration experience, high NPS score, and technical capabilities.

1. Database Cleanup & Setup

• Cleaned and verified a list of over 6,400 contacts via Xverify.
• Removed 686 invalid emails to protect domain reputation.
• Created a branded Mailchimp account (later moved to Spikemail for reliability).

2. Mailchimp Account Creation & Domain Verification

• Setup and authenticated Mailchimp and domain (cps.nz) for email marketing.
• Managed subscription compliance and segmentation issues.

3. Email Template Design

• Designed a custom HTML email template based on a VTEX email inspiration.
• Red/black styling to match CPS branding.
• Included sections for: Intro from Chris, Calibration Services, Our Story, NPS Score (78), Testimonials, Partner Spotlights, Expert Calibration Benefits, Contact Buttons.

4. Email Content Strategy

• Used CPS website content, NPS feedback, and client quotes to craft meaningful stories.
• Created campaign content including: “10,000 Calibrations Per Year” IANZ-focused campaign, Holiday newsletters, Partner showcases, Case studies and testimonials.

5. Send Strategy & Reporting

• Initial segmented send to smaller list due to Mailchimp compliance issue.
• Switched to Spikemail for future sends – increased deliverability and stability.
• Fortnightly email cadence with monthly reporting.
• Set up resends to unopens to improve campaign performance.

✅ 5,754 active contacts in final cleaned database
📈 78 NPS score featured prominently in storytelling
💬 Positive client feedback: "Looks great!" and ongoing approval for content direction
🚀 Monthly newsletters consistently sent and opened by targeted industrial audiences
🔁 Resend strategy increased total campaign reach by over 20%

• Compliance issues can still happen on Mailchimp even with cleaned lists—Spikemail gives us better control.
• High-trust industries like calibration benefit from social proof like testimonials and NPS data.
• Simple, clean, consistent communication builds brand authority without needing flashy design.

• Continue monthly newsletter cadence via Spikemail.
• Explore feature campaigns highlighting CPS’s partner network and client stories.
• Potential to automate based on service dates and quote follow-ups.