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-and-

blast 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 towards a targeted, personalised

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.

CHALLENGES

• Saturated market of competitors

• Broad, complex target audience of consumers and businesses

• Increasing difficulty of breaking through inbox clutter

SOLUTIONS

• Cross-channel marketing

RESULTS

• 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

84% EMEA division of world’s

largest PC company

increases email open rates

84% with Oracle Marketing

Cloud.