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