​​​​​​​THE CHALLENGE:

Hewlett-Packard faced challenge many long-established B2B marketers have—while its email list for a worldwide "Technology at Work" (TAW) eNewsletter 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. The monthly TAW email goes out to more than 8 Million subscribers across the world—50 countries and in 18 languages—for both small-to-medium-sized businesses (SMB) and enterprise segments.

​​​​​​​OUR SOLUTION:

At PepperGlobal, we worked with HP to strategize and test dynamic email content based on user behavior and persons to increase engagement with its most devoted audience on a control/test send. Step 1, we had to choose the segment for targeted dynamic content. Through cookies in previous emails and their customer profiles, we were able to understand their interests in specific elements of HP. Step 2, we had to determine the high-priority content. Each month we worked with the marketing team to create an editorial board and regularly rank importance of messaging to segmented audiences. And finally, Step 3, continue to test and optimize.

​​​​​​​THE RESULTS?

• Behaviorally tested emails received a 300% higher open rate, 600% higher clickthrough rate and generated as high as 18% of overall traffic

• Approximately US $2 Billion influenced revenue

• Won a 2009 Marketing Sherpa award