The updated HP Digital Photography newsletter, designed to deliver value and promote products, hoped to optimize user participation. It was easy to navigate and loaded with helpful step-by-step tips on scanning and transferring digital photos, a boon for novices. The photogram made photography fun and interesting - and it offered cool, free projects, like downloading movie posters. While showcasing HP's product inventory, it also educates customers - a win-win. The new DP design was instrumental in getting the unique click rates up 83% from the previous quarters and re-engaging a key client segment.
Yesmail: Matt Caldwell, Creative Director. Hewlett-Packard: Mary Ann Antonelli, Consumer Marketing Program Manager.