Supermarket operator Progressive Enterprises' Onecard loyalty programme is going high tech.
Marketers can now "rent" information for email campaigns from the 1.5 million-name database.
Marketing Association chief executive Keith Norris said the move was new for sellers of fast-moving consumer goods.
Progressive Enterprises' loyalty programme manager, Bridget Lamont, said companies
previously ran traditional direct marketing campaigns using the data, but email gave an additional, low-cost channel.
The company had email addresses for about 15 per cent of Onecard members, but was aiming to collect more.
Progressive, which owns Foodtown and Woolworths supermarkets, ran an in-house promotion last month.
Lamont said 40 per cent of cardholders who received the company's in-house email opened it and 12 per cent redeemed its offer.
The system was being opened up to external operators this week.
"It cost us a fraction of a traditional direct marketing campaign," said Lamont.
"I'm still a big fan of having a presence in people's letterboxes - email is just another option."
Lamont said following best practice was uppermost in the company's mind and protocols would be followed.
In the year to June, 40 companies, including Fonterra and Masterfoods, ran traditional direct marketing campaigns with Onecard.
They could target offerings according to shoppers buying habits.
