HP made $557,000 in new revenue when a personalized direct mail test delivered a 9.4% response rate. And, the program is rolling out across the company over the next year.
The goal of the 10,000-piece mailing, sent out in two batches in late summer, was to up-sell product training courses to customers who had purchased HP mainframe computers, storage devices and printing systems, said Walt Sledzieski, vice president, worldwide sales, marketing and customer relationships. The offer was for training on new applications or replacement products that customers acquired after their original purchase.
Previously, the HP education division mailed a catalog of courses to those customers.
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