Best Computer: Retailer Email Message

The HP Mini 1000 is one of HP’s most exciting new products. Conveying the actual size of this sleek, ultra-portable netbook created a challenge and opportunity. The following strategies were developed to kick off the launch of this new, buzz-worthy product:
*Design: Using the email itself as a relative scale, the HP Mini 1000 image was placed over the layout, breaking out of the box. While dimensions are useful, nothing is clearer than a picture showing the actual size. The team was confident this format would be perfect for providing a visual representation of the HP Mini 1000. “It invites you to reach out and put your hands ‘around it’ …” wrote a well-known blogger. Strong response to the email supports the design decision.


*Balance: To prevent what could be a top-heavy design, the team placed a promotional banner at the bottom of the message. Combined with the HP Mini 1000 image, these two strong horizontal elements create a sense of balance and a visually appealing email message.

This HP Mini 1000 email message achieved strong open rates and click rates and was responsible for an impressive 10% of the total direct-to-consumer HP Mini 1000 sales for the week following the message launch. Nearly three months after this message was sent, email marketing remains an important driver of the overall success of this product.

Contributors:

HP Email Marketing Manager:	Victor Chemtob
Yesmail Creative Director:	Matt Caldwell
Yesmail Creative Production:	Travis Rice
Yesmail Web Production:	Sam Gibson
Yesmail Production Manager:	Casey Diment

YESMAIL

Location: USA