Hewlett-Packard enjoys an auto-replenishment program with kick. Not only do e-mails go out to decision-makers each month keyed to the age of products purchased, they are customized to needs and past behavior.
The rewards are enormous. The e-mails, which go out as a newsletter called HP Incoming, have had such an influence on customers that they’re responsible for delivering $20 million in sales each month. Plus, because recipients are more inclined to contact customer service by e-mail than phone, there are call-center savings up to $150,000 a month.
The program started about two and a half years ago when Hewlett-Packard’s e-mail marketing company Digital Impact approached the Palo Alto, CA firm and offered to custom-build an
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