• by OMMA Magazine Writers , August 22, 2011

With a targeted, three-part message series, HP and Infogroup were able to solve one of the biggest challenges for email marketers: how to engage inactive subscribers - those who hadn't purchased a product or opened an email in the last six months. First, the team targeted previous purchasers and inactive subscribers, offering ever more valuable discounts throughout the series, and then delivering a clean, simple design with a clear call-to-action. The messages conveyed a sense of exclusivity that stood out from the crowd, broke through the inbox marketing noise, and engaged this once disengaged segment. As as result, the campaign generated about five times greater revenue than standard weekly messaging campaigns.