Cover Story: HP's Email at Work
Around that time, Nielson's team also began applying the same sort of targeting previously mentioned from HP's other email programs to this e-newsletter. Instead of sending five times a month, all subscribers would get a baseline of three emails each month, "because at the end of the day, we have offers and products that we need to get out there and sell," explains Andrew.
Those three emails each contain all three SMB product groups Andrew works with—servers and storage, imaging and printing, and commercial notebooks and desktops. "When we send out those three [emails], we look to see within the three different product groups … who clicked on which offers," she says. "We'll combine that with the intelligence we get from [Shankar] in the way customers may have come to HP.com who all subscribe to the promotional newsletter, and have been sitting on what types of product pages and looking at which product pages. And so we use that information to then send the other three newsletters each month."
The other three newsletters are specifically geared to servers and storage, imaging and printing, or commercial notebooks and desktops. And any subscriber who clicked on that content in one of the earlier three e-newsletters, or visited those pages on HP.com, will get the corresponding product group email. "Those sends are much smaller," says Andrew, but "they're relevant then, because they're based on those customers' behavior."
What HP has done with this program is "move from a scenario where we were sending out blasts after blast and hoping for the best results," explains Andrew, "to sending out an email, watching to see how our customers respond to that, and using that information to then send them more relevant offers moving forward. And that's been really good for the program."