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HP uses dynamic email content to drive 300% open rate and 600% clickthrough increase


HP uses dynamic email content to drive 300% open rate and 600% clickthrough increase


HP uses dynamic email content to drive 300% open rate and 600% clickthrough increase

By: MarketingSherpa

SUMMARY: One way to improve relevance with your email database is to offer dynamic content based on behavioral segmentation. Track what your audience is interested in, and provide the content they want to see.

Read how Hewlett-Packard is targeting two percent of its email database to drive higher engagement and generate 300% higher open rates and 600% higher clickthrough.

CHALLENGE

Hewlett-Packard faced the challenge many long-established B2B marketers have — while its email list was large, it had many of those addresses in its database for a long time, and thus, engagement varied widely across the list.

In other words, many highly engaged recipients were getting drowned in a very large pool filled with long-time, but less engaged, subscribers. So HP decided to drain that pool in a targeted way to deliver more relevant content to the most valuable members of its audience.

The HP “Technology at Work” e-newsletter goes out to more than eight million subscribers across the world — 50 countries and in 18 languages — for both small-to-medium-sized businesses (SMB) and enterprise segments.

HP used two percent of its U.S. database to test dynamic email content based on user behavior and personas to increase engagement with its most devoted audience and this case study breaks that process down, step by step.

Cathy Howard, eMarketing Program Manager, Corporate Marketing, Hewlett-Packard, put it this way, “We are very careful not to spam subscribers, and very careful not to inundate them with emails that are just broad-based messaging. We want it to be an experience that is relevant and something that would be engaging to that subscriber.”

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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