Create relevant, individualized direct mail pieces and emails that offer prospects HP certification courses of specific interest based on their previous purchase history and location (117 different class/location segments). Imagery also varies to reflect the recipient’s location.Email and printed pieces included a personalized URL (PURL). These web response pages included additional relevant information and linked prospects to the HP Education Services site to register for the proposed class or review the course catalogue.

The individualized and relevant messaging got recipients interested in the chance to sign up for local classes and continue their curriculums. The personalized touch not only improved the customer experience, but also lowered the cost for registration.The campaign delivered a strong 12.5% response rate and 31% order conversion. The result was that HP Education Services generated new revenue that was eight times the amount spent on the campaign.

Bob Johnson, HP Consulting Project Manager, “We have been able to quantify the results and they are very impressive.”