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 two different types of “sleepy subscribers”: Nappers (no engagement for 3-12 months) and Dormants (no engagement for 1-2 years). Using Epsilon PeopleCloud's Messaging platform, we launched highly targeted campaigns which 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 “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.