This document summarizes Dell's Devotion marketing campaign metrics from April to February. It provides the number of recipients, response and registration rates for various mailings, newsletters, events and microsite launches targeted at Platinum, Gold, Silver and VAR customers. Overall open and response rates ranged from 11-58% for mailings and 27-40% for newsletters. Events saw acceptance rates of 7-23% and final attendance rates of 3-12%. The campaign involved welcome packs, questionnaires, seminars, newsletters and executive events to different customer segments over 10 months.

1. Dell Devotion – Creative & Metric Review
1

2. April – Platinum & Gold
Welcome Pack
Email Launch Invitation
1st Microsite
Registrants: 142 (165 inc. Dell)
= 16.77%
Total volume mailed: 847
2

3. May - Platinum & Gold
Questionnaire Responses Tech Tour Invitation
Response:162
= 19.13%
Total volume mailed: 199
Results: Client to confirm
3

4. May - Silver
Tech Tour Invitation
Total volume mailed: 199
Results: Client to confirm
4

5. June - Platinum & Gold
Event
Attendees: 100
= Response rate: 11.8%
5

6. July Platinum & Gold
Devotion Lattitude letter
August - E newsletter 2
adapted from EMEA
July - E newsletter 1
Total volume mailed: 1381 Results: Client to confirm
Total volume mailed: 1324
(Unique) Open rate: 58.26 %
(Unique) Open rate: 58.%
6

7. July Silver
E newsletter 1 E newsletter 2
Total volume mailed: 1381
Total volume mailed: 1324
(Unique) Open rate: 58.26 %
(Unique) Open rate: 58.%
7

8. July - VAR
Welcome Pack
E newsletter 2
Email Launch Invitation
1st Microsite
Total volume mailed: 160
Total volume mailed: 1324
(Unique) Open rate: 58.%
Total delivered: 204 - 95%
Total opened: 122 - 57%
8

9. August - Platinum & Gold
Vodafone Mailing
Microsite Launched
adapted from EMEA
Mailed: 22631 total, inc 785 Devotion
9

10. August - Silver
Welcome Pack
Microsite Launched
Total volume mailed: 2,371
(circa 5000 including Cherrywood)
10

11. August - VAR
Microsite Launched
Event
Attendees: 37 guests accepted, 19 arrived
(34 including Dell employees)
= Acceptance rate: 23.13%
Final response rate: 11.88%
11

12. September - Platinum & Gold
Newsletter 3 Latitude Focus Group Invite
Volume: 1109 - Registrations full
Total volume mailed: 3447 (Unique) Open rate: 40.06%
(Unique) Open rate: 27.18%
12

13. September - Silver
Questionnaire Responses
Newsletter 3
Response: 148
Total volume mailed: 3447
(Unique) Open rate: 27.18%
13

14. September - VAR
VAR Autumn Events
Newsletter 3
Mailed: 262 - 5 Registrations
Total volume mailed: 138 (Unique) Open rate: 55.93%
(Unique) Open rate: 46.15%
14

15. October - Platinum & Gold
Aberdeen Tech
Welcome to Dell Eshot
Questionnaire Responses
Seminar Invite
Questionnaire Response: 421
Total volume mailed: 352
Registrants: 21
15

16. October - Silver
Welcome to Dell Eshot
Questionnaire Responses
Questionnaire Response: 421
16

17. October - VAR
Welcome to Dell Eshot
Questionnaire Responses
Questionnaire Response: 421
17

18. November - Platinum & Gold
Newsletter 4 Executive Learning Series
Mailed: 816 Attendees: 63 accepted,
27 arrived (52 inc Dell)
= Acceptance rate: 7.72%
Final response rate: 3.31%
Total volume mailed: 3850
Unique Open rate: 27.25%
18

19. November - Silver
Newsletter 4
Total volume mailed: 3850
Unique Open rate: 27.25%
19

20. November - VAR
Newsletter 4
Total volume mailed: 3850
Unique Open rate: 27.25%
20

21. December – Platinum/Gold/Silver
Newsletter 5
Devotion Optiplex Mailing - Adapted from EMEA
Volume Mailed: 4800
21

22. January – Platinum/Gold/Silver
Newsletter 6
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23. February – Platinum/Gold/Silver
Newsletter 7 Katherine Bennett
CXO Dinner Invite EMF Tour Invite
23