Driving engagement with behavioral segmentation Content - - PowerPoint PPT Presentation

Content marketing—providing customers with what they want

Driving engagement with behavioral segmentation

Cathy Howard eMarketing Program Manager Hewlett-Packard

Cathy Howard eMarketing Program Manager Hewlett-Packard

Cathy Howard has worked for Hewlett-Packard for more than 11 years and has spent the past 4 years in the HP Commercial Email Center of Excellence managing various programs, including the Technology at Work eNewsletter.

Session Speakers

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HP Technology at Work (TAW)

Dynamic, thought-leadership subscription-based newsletter Program specifics:

• Established in 2003
• 50 countries, 18 languages
• 100+ unique versions (per month)
• 8+ million subscribers (US+WW)

www.hp.com/go/signup

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TAW - Growing pains

TAW has multiple sign-up opportunities across the HP Experience:

• HP.com pages
• Forward to a colleague link
• Other HP communications
• Call Center / Sales Reps confirmation

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TAW - Growing pains

CHALLENGE: A large percentage of our subscribers start-off unengaged

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Engaged Unengaged

OPPORTUNITY: Find those subscribers who are actively engaged with TAW and HP

TAW engagement

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Engaged Unengaged Actively engaged

TAW subscriber profiles

CHALLENGE: Age on file: subscriber profiled interests become out of date

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TAW subscriber profiles

CHALLENGE: Age on file: Subscriber profiled interests become out of date

• Subscribers rarely update their profile
• Profiling campaigns cost are high
• We have seen weak results with profiling campaigns

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HP communications drive HP.com traffic

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Web activity Email activity

Daily activity

HP.com traffic

TAW subscriber profiles

CHALLENGE: Age on file: Subscriber profiled interests become out of date

• Subscribers rarely update their profile
• Profiling campaigns cost are high
• We have seen weak results with profiling campaigns

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A subscriber’s behavior is more relevant to us

TAW’s goal

OPPORTUNITIES:

• Identify the most valuable subscribers
• Determine high-priority content

GOAL:

• Target the high-priority content to the actively engaged

subscriber based upon their behavior

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TAW subscriber database analysis

Identifying the most valuable subscribers:

• All subscribers have a unique identifier
• Determine engagement “clusters”
• Observe their activity in TAW and on HP.com

HP has a strict privacy policy that requires our subscribers permission when they opt-in to our communications.

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Behavioral test population

We identified:

• TAW SMB subscribers
• HP.com activity within 90 days

Which results in a population equal to 2% of the database.

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Content grouping

High-priority content:

• Create unique content for 6 product groups
• Monthly editorial board meetings drive messaging/offers

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TAW behavioral experience

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TAW behavioral experience

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TAW behavioral experience

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TAW behavioral experience

Behavioral test results

Behavioral test population:

• 300% higher open rates
• 600% higher click-through rates
• 18% increase in site traffic

These behavioral tests allow us to:

• Report metrics for those actively engaged with HP
• Analyze content between non-behavioral and behavioral

clusters

• Provide opportunities for the business units to target

messaging to the actively engaged

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Behavioral test next steps

• Qualify a larger group for behavioral content
• Include additional product/service groups
• Change static images and static titles based upon groups
• Expand type of content (social media, videos, etc.) used

within the newsletter

• Generate predictive opportunities based upon past behavior

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Thank You

Cathy Howard eMarketing Program Manager Hewlett-Packard Catherine.Howard@hp.com Be sure to sign up for TAW and other HP communications at: www.hp.com/go/signup

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Thanks to Pepper for their support.

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