HP Tests Personalized Web Landing Pages for Email and Direct Mail Campaigns -- Data & Samples.

Publication: B2Bmarketing Biz

Bookmark this article Print this article Link to this article Email this article Digg It! Add to del.icio.us RSS

COPYRIGHT 2003 MarketingSherpa, Inc.

CHALLENGE: Every year, HP Education Services used to print and mail out a fat catalog of courses for IT pros in the US and Canada.

The catalogs were packed with details on dozens of courses, each with various electives and levels, all available at different times at 13 different locations. The courses could cost thousands, so potential students needed enough information to pick the best option, and also to get their bosses' sign-off for the expense.

As the cost of printing and mailing the catalog mounted year after year, HP marketers began to wonder if they should test email and Web alternatives.

But how can you get such a huge amount of information across in an email?

Plus, Web campaigns don't have the staying power that print catalogs do. An email campaign may last a week or two, a catalog can last for months. Any Web...

Read the full article for free courtesy of your local library.