Cover Story: HP's Email at Work
"Based on the cost of our email program, we're probably saving four times what we spend," says Daryl Nielson about one loop of HP's serpentine email strategy: Support Alerts. And, "revenue-wise ... we actually generate close to 20 times our costs."
Nielson is the worldwide email marketing manager of HP. With 1 billion customers across 170 countries, HP's $127 billion in revenue makes it the largest IT company in the world and the 28th largest company overall according to the Fortune Global 500 List of the world's largest corporations. The email files for Nielson's programs include millions of recipients each.
You will not find a corporate environment where it would be easier to rely on untargeted mass mailing and spam. Yet, the Support Alerts drives its impressive response precisely because the program leverages everything Nielson and company know about the specific customers receiving them, and the flagship HP Technology at Work e-newsletter has won multiple awards for its use of personalization.
A focus on recipient data and preferences allows HP to surround its subscribers—be they customers, prospects or just the curious—with messaging they're happy to open and buy from. It's a tactic that runs across all of HP's email programs. Support Alerts, e-newsletters and promotional emails use information provided by the subscribers, drawn from order histories and even inferred through Web analytics to figure out what the recipient wants. HP then provides exactly that in its content and, especially, in its marketing.
The Voice of
a Million Customers
"The main differentiator with HP email programs is the fact the HP is constantly improving its programs to deliver the most relevant information to its end-customers in the most convenient and accessible fashion for the recipient," says Bradley Dornick, account director of Chicago-based Pepper North America, the U.S. arm of an international integrated marketing and communications agency that has worked with HP for more than a decade and supported its B-to-B email programs since 2004.