4. Dell LCM Strategy
Enter – ‘Single Lapse’ 12
Enter – –transactions (From
months noFrom Welcome
Enter With 1st Dell
program
transaction
Activation)
Exit – transaction =>
‘Repeat Lapse’ 12 months no
Enter– With nd
Exit – With 2ndAfter22
nd
– With
transactions (From Develop &
Entertransaction
transaction 1 inquiry
Exit – With 1 => D&R
D&R
Retain)inquiry
–Exit – Purchase made =>
st Dell transaction
Exit Exit – 12months since
With 1 OR
OR
last purchase =>
Develop & Retain
No 2nd purchase made at
No 2nd purchase made within
Reactivation
OR
end of phase (12 months
3 monthsmonths without
Exit – 12 => Activation
since 1st purchase) =>
purchase =>
Reactivation
Disengagement/Dormant
5. Welcome Kit Positioning
Did You Forget
Trigger
•Base Systems
•Designed for Solutions
Dell Campaigns
Welcome Kit Explosive Offer
(studio/Inspiron) •Mobility
•Versioned by •TV •Hot Deals
Ratings •Efficient Office
Segment •Purchase •Special
and •Unified Storage
•Personalized Offer/Limited
driven variable
Reviews •12G
by system content Time
Email
W D R 1 2 3 4 5 6 S
Track
Day Day Day Day Day
5-7 14 21-28 29-72 90
DM Track W D R 1 2 S
6. Static vs Directed Content Test
• Test Overview
– Targeting/segmentation messaging impact
• Offer based upon first product purchased
• One product line segmentation based upon first purchase margin
– Trigger cadence impact
• Weekly to bi-weekly
• Results
– Test Performance by Line of Business
• One LOB 48% increase in response rate
• Two LOBs 200-700% increase in Rev/mailed
• Two LOBs had marginal decrease in response rate and minor
increase in Rev/mailed
* Sample size prohibits statistical validity, but directional results available
7. Dell SMB - SMB Welcome Kit
The primary difference in the two formats of Welcome Kits is the offer.
“Standard” Version “Targeted” Versions
• Offer is valid on multiple products • Offer based on first purchase product
• Content supports and emphasizes offer • For one product group, mail decision
based upon margin in first order
8. Lessons Learned
• Welcome LCM is a time period, not a campaign
• Analysis must be over the time period of your Welcome LCM and
not as a campaign analysis
– Not acceptable to look at once piece in a three touch process and compare
results. Only directional at best
• Always remember basic direct marketing principals of Test and
Control
• Ask your print partner for help and guidance
