Case Study
 

Dell thaws frozen customer segments

with better data

Project

Direct Mail

Email

Retargeting

Services

Omnichannel

Agility Harmony email campaign

Creative services

CRM

Industry

Technology

THE STORY

Although they have an impressive customer base, 70% of Dell EMC’s marketable B2B contacts were inactive and 43% never engaged with their email marketing materials. Instead of removing contacts, they partnered with Epsilon to better understand their inactive subscribers and to implement a CRM strategy that would drive re-engagement and increase revenue.

THE SOLUTION

Dell knew they had to either re-engage these inactive contacts or “let them go.” Epsilon and Dell EMC created the “Unfrozen” program: a data-driven content and contact strategy using direct mail, email and retargeting.

Using Dell EMC customer data and Epsilon/Dell customer engagement profiles, we built a multichannel strategy for different types of “sleepy subscribers”: Nappers (no engagement for 3-12 months) and Dormants (no engagement for 1-2 years). Using Epsilon’s Agility Harmony platform, we launched highly targeted campaigns that included direct mail, personalized email, permission pass email and a sweepstakes. Our support extended to B2B messaging best practices, responsive-design creative, program execution, goal-setting and benchmarks.

THE RESULTS

Our tailored strategy re-engaged this dormant audience via alternative tactics, cadence and messaging or simply cut them loose.

Dell EMC’s U.S. commercial business unit, which was in the initial test group, yielded 6% higher revenue, 8% higher margins and 5% higher units per buyer.

They saw a 57% lift in re-engagement from the inactive Napper segment, well above the 21% benchmark seen by similar deployments. Engagement for the Dormant segment increased 3X year over year. Email open rates climbed to 45% above the business-

The "Unfrozen" campaign has won multiple awards including:

  • CRM Magazine 2018 Market Awards Elite Customer
  • MQ Award Winner for The Relevancy Group's Best Cross-Channel Campaign category
  • MediaPost EIS Award: Member's Choice (Lifecycle Category)

Epsilon was also awarded Dell's Partner of the Year in 2018 for the Consumer and Small Business Loyalty Program, Dell Advantage. 

6%

higher revenue

8% 

higher margins

5% 

higher units per buyer


“We decided to work with Epsilon to leverage the power of engagement segmentation, which is how we discovered an iceberg of non-engagers.”

Mercedee Hutton, Omnichannel Marketing Senior Strategist, Dell EMC

 

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