Driving engagement with behavioral segmentation Content marketing—providing customers with what they want Cathy Howard eMarketing Program Manager Hewlett-Packard
Session Speakers 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. 2
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 3
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 4
TAW - Growing pains CHALLENGE: A large percentage of our subscribers start-off unengaged Engaged Unengaged 5
TAW engagement OPPORTUNITY: Find those subscribers who are actively engaged with TAW and HP Engaged Unengaged Actively engaged 6
TAW subscriber profiles CHALLENGE: Age on file: subscriber profiled interests become out of date 7
TAW subscriber profiles CHALLENGE: Age on file: Subscriber profiled interests become out of date • Subscribers rarely update their profile • Profiling campaigns cost are high • We have seen weak results with profiling campaigns 8
HP communications drive HP.com traffic HP.com traffic Daily activity Web activity Email activity 9
TAW subscriber profiles CHALLENGE: Age on file: Subscriber profiled interests become out of date A subscriber’s behavior is • Subscribers rarely update their profile • Profiling campaigns cost are high • We have seen weak results with profiling campaigns more relevant to us 10
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 11
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. 12
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. 13
Content grouping High-priority content: • Create unique content for 6 product groups • Monthly editorial board meetings drive messaging/offers 14
TAW behavioral experience 15
TAW behavioral experience 16
TAW behavioral experience 17
TAW behavioral experience 18
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 19
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 20
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 21
Thanks to Pepper for their support. Pepper is available for Coaching Clinic sessions today. Signup for your free session. Visit: www.pepperglobal.com/sherpa2012 22
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