Best Computer: Retailer Email Message Campaign

My Print Reward$ is an HP Home & Home Office Store (www.hpshopping.com) loyalty and retention program, offering members exclusive instant offers and rewards for purchasing HP ink, toner, and paper through the HP Home Store. The target audience consist of existing HP print supplies customers and potential new customers.

The objective of the program was to recruit My Print Reward$ members and to build loyalty with regular HP print supplies purchases from existing members. Our challenges were to inform customers of the ease and convenience of purchasing print supplies from the HP Home Store, make them feel rewarded for their relationship with HP. The My Print Reward$ program combines the HP Home Store’s bi-monthly print supplies messages with a series of triggered messages, and is designed to encourage members to purchase their HP print supplies at the HP Home Store.

The program grew to more than 360,000 members in less than a year after launching. Results of the email campaign include:
• 100 to 133 percent increase in email open rates as compared to the typical HP Home Store mailing or as high as 61%, demonstrating strong interest in these ongoing messages
• Up to 233 percent increase in clickthrough rates as compared to the typical HP Home Store mailing, or as high as 21 percent, indicating enticing offers and rewards
• Up to 100 percent increase in conversion rates as compared to the typical HP Home Store mailing, or as high as 59 percent

Contributors:

Victor Chemtob:	Email marketing manager, HP Home & Home Office Store
Britt Cutsforth:	Email marketing specialist, HP Home & Home Office Store
Zach Woith:	Supplies merchandising manager, HP Home & Home Office Store

PORTER NOVELLI

Location: USA