HPE Product Launch - Email Nurture Campaign

Strategic Email Nurture for Smarter Segmentation and Higher Conversions

The Scenario

Campaign: Email Nuture, Conversion Optimization
Audience: Enterprise Technology

Project Summary
Product campaign launch & lead nurture campaign
Client: Hewlett-Packard Enterprise
Agency: 70kft

Roles:
– Campaign Strategy
– Deployment
– Lead score modeling
– Conversion rate optimization

Execution
– A/B testing
– Automation Plan
– CRM Management

Strategic Email Nurture for Smarter Segmentation and Higher Conversions

To support the CS10 product launch, we developed a three-stage email nurture program with clearly defined goals:

  • Drive engagement and guide prospects into the Fast Track pipeline

  • Segment contacts based on demonstrated product interest

  • Capture lead behavior insights over time for scoring and prioritization

Our Approach

We recommended a minimalist, conversion-oriented redesign. Each email was distilled to a single, strategic call to action. This streamlined format improved user focus, strengthened intent signals, and gave us greater control over segmentation and scoring logic across the nurture journey.

Campaign Architecture at a Glance

This multi-stage nurture program was built to align tightly with product consideration behaviors and buyer readiness signals. The following framework shows how we built a high-performing email nurture system designed to respond to user behavior and accelerate qualified leads.

Our strategy focused on:

  • Progressive segmentation based on content engagement and product alignment

  • Simplified messaging paths with one core CTA per email to reduce decision fatigue

  • Fast Track routing to accelerate high-intent leads based on behavioral scoring

  • Content timing and pacing optimized to balance education, urgency, and conversion

  • Real-time signal collection enabling sales to respond to key actions mid-funnel

This framework enabled a more intelligent, data-backed nurture approach—serving the right message to the right audience at the right time, and continuously optimizing for performance.

Results & Takeaways

Our targeted optimizations dramatically increased lead capture, engagement, and conversion performance:

  • +140% increase in open rates

  • +900% increase in click-through rates

  • Improved lead quality and deeper behavioral insights across the funnel

By simplifying the message and anchoring each email to one clear outcome, we extended campaign longevity, enhanced targeting accuracy, and supported a more efficient sales handoff.

Previous

Discover Your Right Mix