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Aug 01, 2012
Case Study

Email Marketing: HP uses dynamic email content to drive 300% open rate and 600% clickthrough increase

SUMMARY: One way to improve relevance with your email database is to offer dynamic content based on behavioral segmentation. Track what interests your audience, and provide the content they want to see.

Read how Hewlett-Packard is targeting two percent of its email database to drive higher engagement and generate 300% higher open rates and 600% higher clickthrough.
Email marketing. Relevance. Content. Combining these three marketing elements can boost an overall strategy. Your messages have more relevance when you track what interests your audience and then provide the content they want to see though your email marketing program.

Add behavioral segmentation to the mix to actually drive very relevant, dynamic content to your email audience, and the results can be dramatic. Cathy Howard, eMarketing Program Manager, Corporate Marketing, Hewlett-Packard, will present a case study on this topic at the upcoming MarketingSherpa B2B Summit 2012, August 27-30, in Orlando.

Read on to learn how HP targeted two percent of its email database, and drove higher engagement while generating 300% higher open rates and 600% higher clickthrough.

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