Dell required a unique and comprehensive marketing approach to enhance communication for its Warranty Renewal program, aiming to provide personalized, valuable interactions with customers. To achieve this, we developed an integrated and dynamic content strategy designed to effectively engage consumers and ensure a seamless experience throughout their journey.

The first step was to assess the gaps within the existing data infrastructure. We collaborated closely with leadership from the APOS Sales Divisions to gain an in-depth understanding of their end-to-end sales process and identify key market opportunities. With this insight, we designed a contact strategy that integrated multiple channels—email, direct mail, and online marketing—ensuring we delivered tailored, relevant content across every touchpoint. We then created 120 distinct content combinations, based on audience segmentation (e.g., customer status, primary language, etc.), for thorough evaluation.

Once the strategy was in place, we oversaw the program’s execution, which included extensive testing and global deployment. Our focus soon shifted toward automation to streamline the process and increase efficiency. Working closely with the Dell team, we successfully launched the program in the U.S. and expanded it across the EMEA (Europe) and Asia/Pacific markets. Additionally, we identified further opportunities that enabled the business unit to not only meet but exceed its revenue objectives.

Results: The campaign resulted in an extraordinary 5,275% increase in phone call volume, along with a 2-3x increase in open rates, demonstrating the effectiveness of our personalized and multichannel approach.

Stats: The program was executed in 33 languages, across 47 countries, and on 6 continents, showcasing the global scale and impact of the strategy.