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Best Single Welcome Letter (to New Subscribers):
Dell Small Business Welcome
Brand/Client Side Team:
T3 (The Think Tank)
Glen Sheehan, Erin Bender, Jessie Dawson, Shannon Hearon, Courtney Grimsley, Jennifer O'Connor
MarketingSherpa Summary - Why They Won:
This campaign from Dell proves that if your brand serves a wide range of customers, you
should be testing and creating different welcomes for each major segment. High impact
segmentation starts with "Hello."
From Their Nomination Form:
The goal is to increase customer loyalty, create awareness for new products and services
and generate revenue for Dell Small and Medium Business. The campaign was tailored to
the SMB customer segment as defined by customer type, purchase behavior, preference
and email interactivity patterns. This helps ensure a higher level of content relevancy
for potential customers as well as an overall higher rate of campaign effectiveness.
The email's clean design and color separation allows for easy customer navigation.
Additionally, the short list of email subscriber benefits is light on copy and
highlighted by colorful symbols to provide the customer with a quick and clear overview
of takeaways. Sorry, the judges promised this winner that we would keep their results
private. However, be assured that we have seen all the data - and were thoroughly impressed!