Awe-inspiring creative. Pinpointed messaging. Dynamic storytelling.
They’re all necessary. But they’re all for nothing if they’re not going to the right people.
Sure, Opus Creative has always developed beautiful collateral for Dell Technologies World, among many other clients. But what really took the event’s 2019 email campaign to the next level was solid list growth, cultivated by the Dell team.
Refining and improving the prospect list was a huge priority for Dell Technologies in 2019. Through list segmentation reporting, they were able to select and target a larger list than previous years, which increased total results and maintained successful metric percentages such as open rate and unique clicks.
“The metrics told us is that contacts are gold,” says Lauren Featherstone, Program Manager at Opus Creative. “If you have a terrible list, you’ll have a terrible send. Users won’t even bother to open it because they’re not active and engaged with your company, so there’s little point.”
Dell Technologies has always maintained a great reputation when it comes to email marketing, so list growth was not built cheaply. It was consistent, accurate and respectful.
It also helps to know as much as possible about each individual. The more information, the more the list can be segmented for better messaging.
Many attendees of the event are companies who buy and use Dell hardware and software. Segmenting lists based on the contact’s company or industry vertical isn’t anything new, but it’s certainly was the catalyst for an effective and engaging event campaign.
“A primary objective for an event like Dell Tech World is to host their customers,” says Todd McIlhenny, Opus Creative’s Business Director. “It’s not like CES (Consumer Electronic Show), where everyone is going to see everything. The attendees are already deep into Dell technologies. They want to learn and work toward the future.”
Regardless of segmentation, one tactic is perhaps most important: treat your audience with respect.
Nobody likes getting bombarded with emails, especially for an event that could be months away. Dell and Opus Creative want to invest in the audience through tactful messaging. It’s commonly referred to as “brand nurturing,” but to us, it’s about common decency.
“You want to create a nice nurture situation without creating brand fatigue,” Lauren said. “It’s a great philosophy and we really respect it.”