|
Giving up on email marketing? |
|
It may be time to reconsider! HP has discovered the secrets to e-marketing success - and there's no need for spam. We uncovered some of their creative e-newsleter techniques in an article by Samar Farah over at cmomagazine.com. Maybe opt-in rates CAN be increased through careful strategy!
One casualty of the spam wars? E-mail campaigns, say some marketers. Dogged by unwanted messages, consumers became quick to delete e-mail promotions, regardless of their quality and relevance. As opt-in rates plummeted, so did marketers' confidence in the medium, and three years ago many companies were shucking it.  Not Hewlett-Packard. Instead, it continued to refine its e-marketing campaigns, expanding its subscription list, increasing the breadth and depth of its content offerings, and raising the level of personalization. Today, HP has ROI to boast about. Since it started personalized e-marketing in 2002, its call center savings have quadrupled and average revenue per customer has more than tripled. JUMP OUT to the full article.
|
