Online Marketing – Technology (Hardware)
Everyone dreads running out of ink and needing to dash to the store in the middle of an urgent project. To give their customers a helpful heads-up *before* they run out of ink, technology company, HP, Inc. provides a highly-personalized series of reminders through email and programmatic display.
HP printers will monitor ink levels and trigger an alert when any ink cartridge is running low – automatically sending a notification to the HP customer that it’s time to stock up.
The series uses various data points to customize messaging on both email and programmatic display. All printer images are personalized to the customer’s printer model as well as ink cartridge type. In addition, the design elements are personalized to reflect the color that is running low. The URL for call-to-action buttons take customers to the specific cartridge they need. If the customer is out of multiple colors, they receive details for ordering multiple cartridge colors. The campaign incorporated playful animated GIFs and messaging to enhance customer experience and provide a needed service for consumers.
HP’s Low on Ink campaigns provide the brand with important consumer touchpoints and a chance to increase the lifetime value of their existing customers. This data-driven and highly-personalized campaign helped drive incremental revenue for the brand through email and programmatic display ads. The campaign generated email engagement rates that were in line with the company’s average and drove high conversion rates that were more than five times the average for the tech industry.