• by August 27, 2008

In lieu of using actual paper, hp opted instead to send an ecofriendly e-mail to celebrate its milestone of recycling more than 1 billion pounds of computer hardware and ink cartridges. hp shared its recycling progress in an e-mail form of show-and-tell, in hopes of connecting with and inspiring its customers. Launched in November 2007 - coinciding with America Recycles Day - the creative execution featured recycled keyboard keys. The e-mail's clean and simple layout made each element and call-to-action readily visible. It scored an 87 percent higher-than-average open rate, and the unique click rate rested quite comfortably at 123 percent above average.