Unfreeze, Engage, Empower through Email

Dell’s “Unfrozen” campaign re-engaged customers and re-ignited relationships, increasing overall revenue.

6%

higher revenue

8%

higher margins

5%

more units per buyer

Thawing frozen customer segments with better data

Though showing a strong 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 re-engage them.

The “unfrozen” campaign

Epsilon and Dell EMC created the “Unfrozen” program: a data-driven content and contact strategy using direct mail, email and retargeting — driving re-engagement and increased revenue. 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.

"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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