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	February 21, 2006 B2B Email Marketing Best Practices: Hewlett-Packard A Case Study of HP's "Technology At Work" Email Marketing Program by Shar VanBoskirk with Elana Anderson, Tenley McHarg

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Executive Summary

B2B firms are aggressively moving more money into email marketing. But badly targeted, irrelevant business emails irk customers, don't generate sales or satisfaction, and can tarnish customers' perception of a once-trusted brand. Built gradually over the last five years, Hewlett Packard's (HP's) "Technology At Work" email newsletter provides a good model for B2B marketers planning to start an email program or those looking to advance an existing program to the next level. Because of its emphasis on deep customer research, relentless testing, and continual improvement, "Technology At Work" influences over $100 million in revenue and saves millions more in defrayed customer service costs.

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