01 Case Study:

HP Precision Marketing

2008 © BLUE – Not to be distributed or relied upon without written permission.

The Challenge

In order to ensure timely communication as well as reduce on-going email

production costs, HP wanted to automate their customer emails.

More importantly, there is a need to send targeted and relevant content

based on customer profile so as to improve their loyalty, as well as email
response rates.

2008 © BLUE – Not to be distributed or relied upon without written permission.

The Solution
Sample flow:
HP leveraged on the Eloqua Platform to automate
their email communication for the Personal Systems
Group (PSG) and the Imaging and Printing Group
(IPG).

All emails are triggered once a customer has

registered his / her product (desktop
(desktop, notebook
notebook, ink
jet printer, laser jet printer) online.

There are 4 main flows that trigger emails based on

certain business rules pre
pre-defined
defined in Eloqua:
• Thank you email
• Getting started email
• Cross sell emails
• Up-sell
Up sell email

A total of 260 emails are being developed for the

various flows across 13 countries in APAC.

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Communication Framework: Scheduled Emails

• Demand generation emails (max 2 emails per month)

• Relation building program (monthly / bi-monthly eNewsletters)

2008 © BLUE – Not to be distributed or relied upon without written permission.

Communication Framework: Triggered Emails

WELCOME PROGRAM SUPPLIES CONNECT PROGRAM RETENTION PROGRAM

omer
IPG Custo

0 day 1 Week 120 days Ink 240 days Ink 360 days Ink 3 years Up
Thank you Getting Supplies Supplies Supplies sell Trigger
gg
emailil S
Started
d Ti
Trigger Ti
Trigger Ti
Trigger

WELCOME PROGRAM ACCESSORIES CONNECT PROGRAM RETENTION PROGRAM

Customer
PSG C

0 day 1 Week 1 month 1-year 2-year 3 years Up

Thank you Getting accessories accessories accessories sell Trigger
email Started trigger email trigger email trigger email

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Notebook Accessory Triggered Email Printer Supplies Triggered Email
 Results – August & September 2009

HP APJ PRODUCT REGISTRATIONS SUPPLIES TRIGGER RETENTION

MARKETING REMINDERS PROGRAM
TRIPLED OVER 10 MONTHS
120da 240day 360day 3 years
ys s s

35%

30%

25%

20%

15%

10%

5%

0% BREAKTHROUGH 61% 344%

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Spt RESPONSES uplift uplift

APJ FY08 APJ FY09 Open Rate: g Rate:

Click Through
from 15.18% to 25.61% from 2.09% to 9.28%

(Broadbase email marketing vs Trigger email marketing)

2008 © BLUE – Not to be distributed or relied upon without written permission.

 Future Marketing Automation Plans (WIP)

prospect customer
mer

Sell Bought &

PG Custom

register a
Printer

0 day Thank 1 Week Getting 120 days Ink 240 days Ink 360 days Ink 3 years Up sell
Broad base you email Started Supplies Trigger Supplies Trigger Supplies Trigger
Demand Trigger
Gen emails Sent upon product 1 week 120 days 240 days 360 days 3 years Time
Max Twice registration later later
IP

later later later

a month

Improve to
product
Supplies Departure
registration Survey Survey
experience
Product
Registration Prefer refill Prefer original PC
Survey
Printer

Messages Anti-
Send promotions/reminder based on
against refill counterfeit
timeframe to buy and address issues
message

2008 © BLUE – Not to be distributed or relied upon without written permission.