Dell thaws frozen customer segments
with better data
Agility Harmony email campaign
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.
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.
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-
Epsilon was also awarded Dell's Partner of the Year in 2018 for the Consumer and Small Business Loyalty Program, Dell Advantage.
—Mercedee Hutton, Omnichannel Marketing Senior Strategist, Dell EMC