Best Email Sales Alert:
Hewlett Packard Newsgram for HP Photosmart 8250
Brand/Client Side Team:
MarketingSherpa Summary - Why They Won:
We can't resist a marketing test. Instead of just sending out a sales blast, HP's team split their list into four test cells. Best of all, the tests were specific to email as a medium (ie not just offer.) So, they tested multi-touch versus single touch and recently active names versus names that hadn't clicked in a long while. It was a great idea that generated genuinely useful data the rest of HP could build even more effective email campaigns from in future.
From Their Nomination Form:
The Hewlett Packard Newsgram consumer email program took on the task of developing and executing an email campaign that optimized HP marketing and drove sales of the HP Photosmart 8250. The HP Newsgram email subscriber base was underutilized from a direct selling perspective. The main opportunity was to effectively engage this online audience and sell HP products. A secondary opportunity was to learn how viable the HP Newsgram email audience is for future HP revenue generation and how best to leverage it.
Breaking new ground for the HP Newsgram program, a multitouch eMessaging strategy based around product launch dates and consumer behavior was developed to create positive awareness and ultimately drive online purchases.
We knew it was critical not to overuse email as a channel but we wanted to prove that multimessage campaigns around key product announcements were effective in increasing awareness and driving additional revenue; as such, tests were put into place to gauge consumers receptiveness.
Sorry, the judges promised this winner that we would keep their results private.
However, be assured that we have seen all the data - and were thoroughly impressed!