Dell used Peersuasion's ability to leverage their customers' interest to drive sales and generate exponential marketing opportunities.
Dell ran multiple Peersuasion campaigns to promote computer hardware, software and peripherals. For each campaign, the initial offer went to a targeted database of recipients. Targeting criteria was based on time since previous purchase, type of previous purchase and other demographic values. The initial offer included an incentive so the recipient would pass along the message to their friends, family or colleagues. These secondary offers included coupon codes for discounts on Dell products and entries in Dell sweepstakes.
The results of the programs were remarkable.
- Open rates in excess of 40%
- Participation rates of 3-5%
- Participants sent an average of 2.8 emails each
- Open rates of forwarded offers were over 75%
- Over 25% of sales came from referrals
Dell's Peersuasion programs were a success on many levels. Not only did sales exceed expectations, but the referred consumers who completed a purchase expanded Dell's customer database.
