Dell Global Renewals

Personalized multi-channel experience for technology company’s Warranty Renewal program

The Story


Dell needed an unrivaled marketing approach to drive useful, personalized communications for its Warranty Renewal program customers. We built an integrated and dynamic content strategy to reach consumers and ensure a frictionless experience.

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DELL Featured Image Left YTD Revenue
DELL Featured Image Right Process Overview

The Work


Our first challenge was to evaluate gaps in the existing data infrastructure. We met with leadership from the APOS Sales Divisions to fully understand their end-to-end sales process and identify potential market opportunities. Our comprehensive contact strategy design boasted a multichannel mix of email, direct mail, and online marketing to deliver relevant content. We also formulated revenue forecast models and helped select, vet, and on-board both email and direct mail vendors. We then determined 120 content combinations based on audience segmentation (e.g. customer status, primary language, etc.) for assessment. After overseeing program execution, including testing and global deployment, we redirected our focus to automation. We worked closely with the Dell team to execute the program domestically and then expanded to nations across the EMEA (Europe) and Asia/Pacific markets. We also identified additional opportunities to meet and surpass the business unit’s revenue objectives.


The Results


Our multichannel approach exceeded quarterly revenue goals, generated more than 39,000 responses via RFI forms for warranty renewal, and established an infrastructure for future campaigns.

  • Program Deployed in 33 Languages, 47 Countries Across 6 Continents
  • 5,275% Increase in Phone Call Volume
  • YTD Revenue Increase Over 840%