The Magic Behind Lenovo's Marketing

Precision Marketing: Lenovo's Community-Centric Email Strategy Boosts Revenue with 200+ Hours Saved

Challenge

As a leading powerhouse in global technology such as laptops, tablets, servers, storage, mobile devices, software, solutions, and services, Lenovo's marketing team faces the dual challenge of ensuring their emails not only drive revenue but also resonate with their global audience. They must adapt to diverse markets, maintain efficiency, and always provide the most up-to-date information.

Solution

With Movable Ink, Lenovo automates their emails to craft hyper-personalized, real-time experiences that are locally relevant while globally informed. By tapping into API data sources, Lenovo promotes the most accurate pricing and rewards information, significantly enhancing loyalty, retention, and revenue. This strategy provides value through precise, tailored content but also reinforces Lenovo's reputation as being community-focused and dependable.

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Read the case study to understand how Lenovo’s marketing team achieves massive success and consistently hits their goals, building a strong sense of connection and trust among their global audience.

Amplify Loyalty with Gamification: Scratch Offs

It's hard to ignore an email that offers a surprise discount.

In a fun and engaging effort to captivate eligible loyalty members, Lenovo’s marketing team uses Movable Ink to incorporate a scratch-off into their emails. If recipients don’t engage with the initial send, they receive a follow-up with the same scratch-off to encourage a second chance to interact. Lenovo included desktop and mobile creative variations, as well as targeted scratch offs for Lenovo Pro vs. MyLenovo Rewards members.

This tactic proved so successful in boosting engagement that the scratch-off has now become a quarterly feature in Lenovo's marketing communications.

Canada CTR Results:

1ST SEND: 13%

2ND SEND: 9.12%

United States CTR Results:

1ST SEND: 15.23%

2ND SEND: 10%

Strengthen Customer Loyalty: Dynamic Updates

Informed customers are happy customers.
Lenovo’s marketing team includes dynamic loyalty banners in every promotional email to notify their North American loyalty members of their current rewards status, including balance and any soon-to-expire rewards.

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To ensure the accuracy of these updates, Lenovo collaborates with Oracle CrowdTwist to house their loyalty data and leverages Movable Ink to display the correct banner reflecting each recipient's unique rewards status.

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For those not enrolled in the loyalty program, Lenovo's marketing team develops rotating fallback banners based on the day of the week that align with current promotions, ensuring all customers receive reliable and timely updates.

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They also send out a highly personalized monthly recap email that showcases the customer’s loyalty to Lenovo, highlighting reward balance, expiring rewards, number of referrals, duration of membership, and more.

These loyalty updates reduced customer complaints about expiring rewards by displaying the expiration date.

Rebekah Lentz

Email Marketing Team Lead, Lenovo

Establish Customer Trust Around the World: Global Newsletters

Creating a sense of connection, especially within a global brand, can influence customer relationships, no matter where they are in the world.

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Lenovo redefines the corporate giant by nurturing a close-knit community across its international customer base. Recognizing their diverse needs, Lenovo launched three distinct monthly newsletters, each tailored to a specific segment: gaming enthusiasts (Legion), students (Lenovo EDU), and small businesses (LenovoPro). These newsletters reach a wide audience across the United States, United Kingdom, Australia, Japan, and Germany.
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To keep the content fresh and relevant, Lenovo employs a Movable Ink custom app that automatically pulls the latest articles, giveaways, upcoming events, and vibrant discussions directly into the newsletters via multiple APIs.

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This initiative not only keeps the community well-informed but also creates a dynamic hub where all members feel connected.

By automating these 10 campaigns with Movable Ink, we are able to save on average 160 production hours each month globally.

Corinne Hendrickson

Global Strategist, CRM & Email Marketing, Lenovo

Drive Sales and Save Time: Automated Product Blocks

During Cyber Week, customers open their emails seeking one thing: deals. It’s a prime time for retailers, especially those selling electronics, to shine.

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Lenovo’s marketers utilize Movable Ink’s Doorbusters API app to automatically generate their 'Cyber 5' product blocks unique to Lenovo’s 10 different customer segments. These blocks provide all the essential information at a glance, including dynamic sale prices, savings in dollars or percentages, brand name, images, and descriptions.

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This strategy not only saves hundreds of hours in production time for Lenovo marketers and creative designers, but also generates millions in revenue.

Doorbuster Results:

‍5.1% increase in revenue

200+ production hours saved YoY

Key Takeaways from Lenovo's Expert Strategy

Save time and unlock potential by tapping into API data sources, automatically integrating real-time pricing, and product details into your marketing communications.
Build excitement by infusing gamification elements into your loyalty campaigns.
Heighten customer trust by regularly sending out rewards statements and maintain engagement with evergreen loyalty banners.