Cover Story: HP's Email at Work
Dornick says Nielson's programs stand out because of their "continuous testing, analysis and on-going improvements in design, content and user experience. Their flagship communication, the HP Technology at Work e-newsletter, is a two-time Marketing Sherpa award-winning email program which provides highly relevant, personalized content."
As you've already seen, there's more than one email in HP's fleet. But elements of personalization and customer intelligence are leveraged in just about all of them.
"We have emails that are associated with more awareness and relationship building, where we have newsletters and the Support Alerts … and we have the demand generation emails," explains Nielson. "Then we also have sales email types, where it's more one-to-one. The sales reps get to send out direct communications to their contacts [for which] marketing will create information or collateral or offers that then can be directly sent from the sales rep to their accounts."
HP encourages customers to use its preference center to set their own choices for delivery frequency and topics of interest. But it also uses Web visitor analytics to help tailor what it sends. "Sridhar Shankar [HP's digital marketing analyst] is our analytics person, and he's done some great things with Web analytics to be able to have follow-up information on customers … where we target customers based on their Web activity with follow up offers, like abandoned shopping cart emails, or offers if they're visiting certain Web pages."
There's more to it than just the Support Alerts and Technology at Work, but those are good places to start.
Customer Self Service
"We started [emailing Support Alerts] probably seven years ago to notify customers that there is new support for their HP products," explains Jared Hansen, program manager for HP Support Alerts. "It's a very light email. We include the link to HP.com to get the support content with a small description of the support."