Postal Service Recognizes Dell, of Round Rock, TX at 2008 National Postal Forum

ANAHEIM, CA —The U.S. Postal Service today recognized Dell, of Round Rock, Texas, with its Creative Business Solutions Award for the company’s commitment to a successful business partnership with the Postal Service. At each National Postal Forum, a select group of Postal customers is acknowledged and recognized by for their contributions to the continued success of the mailing industry.

The Creative Business Solutions Award, one of three “best in class” awards presented annually at the Forum, recognizes customers who have demonstrated creativity by finding new ways to use mail to drive significant business results. Winners in this category have taken calculated risks by using the mail in new and different ways to help achieve their company’s business objectives with successful, quantifiable results.

In 2007, Dell took bold steps to change their business model from direct sales to offering customers available merchandise in retail stores. At the same time, Dell wanted to better relate to their customer’s needs and provide marketing communications that was targeted and personable. They invested in people, technology and financial commitments to accomplish the mission.

Dell hired a team of professionals from Home Shopping Network (HSN) and Disney with backgrounds in CRM. This team developed plans for relating to customers at their technical level.  Customers with no technical background were given communications that could walk them through the wide variety of choices that may overwhelm the computing novice. They also built communications for the IT savvy people with service related tips, and high performance choices. This philosophy also carried over into their service contract choices. 

Dell aggressively worked with the USPS team on analyzing current and proven direct mail campaigns. Dell tested various formats such as post cards, #10 envelopes and other methods in direct communications. They also tested six different versions of their catalog in industries such as Healthcare and Small Businesses with full color pictures, multiple offers and variable text. 

Three campaigns that stood out were the Dell gift catalogs that focused on Mother’s Day, Back to School and Gaming.  These campaigns were designed to reach an audience that needed low prices and flexible offerings.  The catalogs’ unique size and design made them an immediate success with potential buyers.

The USPS and Dell are in weekly communications on campaign results and new direct offerings. In 2007, Dell produced over 50 Million pieces of relevant, targeted direct mail that has steadily raised the level of customer satisfaction. With favorable results, Dell is continuing this fiscal year to improve each communication to the customer for meaningful relationships. Dell has long been the #1 Direct Selling Computer Company and their commitment to continue to make their marketing communications as diverse as their product offerings exemplifies the value they see in Direct Mail. 

The National Postal Forum is the mailing industry’s premier trade show and event. More than 7,000 industry professionals attend the four-day conference that features 140 workshops and special sessions, four symposiums and 13 professional certificate programs.

For more information on the 2008 National Postal Forum, visit www.npf.org.