HP's click-through rate was at an average of 6% during 2001, prior to the appointment of Tequila\, but rose to 9% in January 2002 on the move to a new e-programme launch. In January 2003, the click-through rate for Europe, Middle East and Africa for HP's customer email, Extranews, was at 12%.
Tequila's customer relationship programme for HP delivered relevant offers and services to customers, and made sure that the content of the magazine was targeted.
Christophe Meili, CRM manager at HP, said: "It's clear that sending the same feature to everyone only generates limited traffic on our websites. However, offering, for example, 10 free high-resolution images to download to printer owners will increase traffic by two, three or four times, depending on the relevance of the offer.
"A customer who has been offered free software and delivered useful information enabling him to solve technical problems before they arise will obviously be more likely to repeat purchases."
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