A large percentage of HP customers tend to purchase a photo quality inkjet printer within a few months of purchasing a new digital camera. Via a personalised email, a precise sub-segment of the customer database was targeted who had recently purchased an HP digital camera. In addition, the purchase was further incentivised through the offer of 100 sheets of free HP Photopaper.

18 million Extranews newsletters were delivered in 14 European countries during 2004. There were 1.67 million unique customer clicks on Extranews articles and the resulting click through rate of 9.3% significantly out-performed the computer industry average of 7.9%.