CUSTOMER SUCCESS STORY EMAIL MARKETING
Lenovo EMEA Tests Its Way to Higher Response Rates and Greater Revenue Lenovo’s EMEA division understands that to be heard in a saturated market, they need to ensure that their digital marketing efforts appeal to a broad range of consumers and businesses. But batch-andblast email marketing tactics couldn’t give Lenovo the share of voice and brand awareness they needed to compete effectively. So the company wanted to move
84
%
EMEA division of world’s
wards a targeted, personalised to
approach that would foster long-term relationships, encourage loyalty, and boost sales. The most efficient and effective way to do so was to introduce testing into their marketing processes to ensure that the deals and content Lenovo is sending to consumers is timely, relevant, and dynamic. CHA L L E NG E S • Saturated market of competitors • Broad, complex target audience of consumers and businesses • Increasing difficulty of breaking through inbox clutter
largest PC company increases email open rates 84% with Oracle Marketing
SO LU TIO NS • Cross-channel marketing
Cloud. RE SU LTS • 84% increase in open rate. • 136% lift in response rate. • 100% increase in revenue attainment. Lenovo worked with Oracle Marketing Cloud to develop an evidence-based, testing-led approach to enhancing email communications. When the testing program began, Lenovo’s email marketing engagement results were below the Oracle industry benchmarks. After setting ambitious targets, Lenovo achieved significant improvements in unique open rates, unique click-through rates, and responder to open rates. The Lenovo and Oracle partnership has yielded impressive results. In a little over a year, total email open rates surged by 84 percent, and the overall responder rate increased by 136 percent. Lenovo’s unique click through rate rose from 61 percent below benchmarks to 32 percent above, and the responder to open rate increased from 8 percent below to 26 percent above. In addition, Lenovo’s email outperformed their UK quarterly revenue attainment target by over 200 percent. “In a highly competitive market, this has really helped us to prove the importance of email marketing to the wider business,” says Chloe Jones, EMEA Email Marketing Specialist at Lenovo EMEA. “We are also able to see an increase in the number of leads we are driving to our business partners and retailers. At last, we now feel that we have a much more accurate and true view of our individual customers.”
Learn more at: oracle.com/marketingcloud