Best Technology Email Message Campaign

In October 2009, HP created a customized email message stream to highlight the new Windows 7 operating system and associated new product launches. Each email message in the series highlighted a specific concept - - Initial Launch, Top Technology, New Designs, and Portability. The following strategies were developed and executed to launch this exciting new campaign: Design: Sleek imagery and a clean design were developed to tie together each individual email into a cohesive message series. In addition, developing messages around specific concepts, such as Top Technology, allowed subscribers to quickly scan the message for relevancy. Timing: By launching four messages over seven days, HP was able to keep top-of-mind with subscribers while generating excitement around the new Windows 7 launch and new products. The message series coincided with Microsoft’s release of their new operating system and the media marketing that accompanied it. Targeting: The targeted audience consisted of tech savvy email subscribers, which allowed HP to focus more attention on the new product designs featuring the new operating system, rather than on the operating system itself. By combining existing, widespread interest in the new operating system with the launch of exciting new products, HP was able to deliver an outstanding subscriber experience. The Windows 7 launch proved a huge success, with customer engagement metrics 20% higher than typical email campaigns and significant revenue generated.

Contributors:

Senior Account Manager:	Casey Diment
Email Manager:	Kate Schaefer
Senior Solutions Manager :	David Graham
Creative Director:	Matt Caldwell
Creative Designer:	Travis Rice

YESMAIL

Location: United States