Case Study: HP's "Technology At Work" Email Marketing Program

Forrester's Shar VanBoskirk, released a new B2B email marketing best practice. The report is title, B2B Email Marketing Best Practices: Hewlett-Packard. From the Executive Summary:

"B2B firms are aggressively moving more money into email marketing. But badly targeted, irrelevant business emails irk customers, don't generate sales or satisfaction, and can tarnish customers' perception of a once-trusted brand. Built gradually over the last five years, Hewlett Packard's (HP's) "Technology At Work" email newsletter provides a good model for B2B marketers planning to start an email program or those looking to advance an existing program to the next level. Because of its emphasis on deep customer research, relentless testing, and continual improvement, "Technology At Work" influences over $100 million in revenue and saves millions more in defrayed customer service costs."

eINFO - a collection of articles and case studies about email marketing.

More States Looking at “Do Not Email” Registries

MediaPost Publications released an article that points to five additional states that are now considering a “do not email” child protection registry (will need to sign-in to access). Those states looking at passing this legislation are Connecticut, Georgia, Hawaii, Illinois, and Iowa.

eINFO – a collection of articles and studies about email marketing.

Email Bounces Explained

Kirill Popov, EmailLabs, released an article from their enewsletter, “User Not Found: Email Bounces Explained”. Kirill gives a brief explanation on the types of bounces and how they are handled.

eINFO – a collection of articles and studies about email marketing.

Inactives Making Up 30-50% of Email File

Loren McDonald, EmailLabs, released an article in their latest enewsletter, “The Number are In on Email Subscriber Inactive Rates. The article looked at members who did not open or click on any emails sent to them for six months. The article notes that in general, “inactives” make up 30% to 50% of a typical mailing list. The article links to some resources that talk about how to re-engage with your “inactives”.

eINFO – a collection of articles and studies about email marketing.

15 Rules For Your Email Subject Line

Loren McDonald, EmailLabs, released an article in their latest enewsletter, “Subject Lines: 15 Rules to Write Them Right”. The article provides 15 rules for creating a good email subject line.

eINFO – a collection of articles and studies about email marketing.

Email Marketing Summit 2006

EmailSherpa will be holding their Email Marketing Summit on April 20-21, 2006 in Chicago. Looks like early bird registration goes through Feb 15.

eINFO – a collection of articles and studies about email marketing.