Cover Story: HP's Email at Work
Those changes have increased clickthrough rates 20 percent, according to Andrew. Direct Web traffic is up 60 percent, and in the first nine months of the 2010 fiscal year, the program had already achieved 97 percent of the previous year's full 12-month sales. HP's cost-per-click on that program has dropped 29 percent.
Now Andrew's e-newsletter has begun offering "options to download a data sheet tied to a particular offer or product." The content in those downloads is essentially support information and content repurposed from the other e-newsletters. "When they're [downloading] that, we're taking that as an interest in the product, and then we're retargeting them for additional related offers in future emails. Kind of continuing the conversation, so to speak."
Email as Conversation
Across the board, HP has shown a remarkable ability to continue any conversation in email. After years of working on the program, Dornick still marvels at the factors of its success.
"HP has the ability to provide personalized content across its email programs via editorial content, promotional offers, Support Alerts, product-lifecycle messaging, etc., ensuring it consistently delivers high value communications and maintains a very high-level of customer satisfaction and positive marketing ROI," says Dornick. Their "key ingredients for success are: relevant, individual content for all customers globally and across HP's business units; efficient communication delivery processes; a 360-degree approach to testing, analysis and learning; along with accurate performance measurement to show the monetary and non-monetary impact of its email programs."
For a company that does that, email really is technology that works.