STEVE HAYMAN AND ANDY GROVE, DELL
SUBMITTED BY EPSILON
CHALLENGES: Seventy percent of DELL EMC’s marketable B2B contacts were inactive and 43% never
engaged with their marketing emails. After seeing
quarter-over-quarter declines in email metrics, Dell
EMC worked with Epsilon to implement a data-driven
multichannel content and contact strategy that leveraged direct mail, email and retargeting. Dell EMC and
Epsilon partnered to identify trends among inactive
subscriber segments based on campaign types to drive
RESULTS: Dell EMC saw a 57% lift in re-engagement
from its inactive Napper segment. Email open rates
were 45% above the business as usual benchmark over
the course of 6+ months. The firm saw 32.6% conver-
sion rates on high-value direct mailer in 6+ months.
The click-to-open rates were 3.5x above benchmark
in Q1. The test group yielded 6% higher revenue, 8%
higher margin, 5% higher units per buyer.
WHAT WE LIKED: The coordinated cross-channel ef-
fort that relied on data to reengage inactive users, as
well as the sleek design and look of the creative.
Best Cross-Channel Campaign: