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McAfee

Worldwide customer care email campaigns and report

With headquarters in Santa Clara, California, McAfee, Inc. (NYSE: MFE) creates best-of-breed computer security solutions that prevent intrusions on networks and protect computer systems from the next generation of blended attacks and threats. Offering two families of products, McAfee System Protection Solutions, securing desktops and servers, and McAfee Network Protection Solutions, ensuring the protection and performance of the corporate network, McAfee offers computer security to large enterprises, governments, small and medium businesses, and consumers.

The Challenge

McAfee values it customers; they invest time and energy conducting worldwide customer satisfaction surveys, and they want their customers to know just how much they appreciate their feedback.

Communicating personally with thousands of premier customers worldwide is no small task, especially when communications span over a dozen languages on five continents.

McAfee needed a personalized email solution, one that would address each customer by name, in their native language, and with specific details about their account, such as identifying their local account manager.

The Solution

Through our partner Progressive Solutions, McAfee selected Specific Impulse to handle their worldwide customer care emailings.

Specific Impulse staff meticulously reviewed each of the files returned from the translators, and coordinated rounds of reviews and editing.

Using StageOne Broadcast, Specific Impulse loaded McAfee corporate email templates in HTML format, in order to present McAfee's correct style and branding. Each mailing featured mail-merge personalization, so every email was sent individually to that recipient, using their name and title.

Address lists were divided into language and country cohorts, and in some cases divided by gender, so that the proper language, salutations, and signature could be mail-merged into the email. Any additional data, such as account manager, was mail-merged into the body of the email.

StageOne Broadcast handled all language encodings, including multi-byte Chinese and Japanese. Knowing that some recipients would prefer plain text email, StageOne sent every email in multi-part format so that those with a preference for plain text would still receive a properly-formatted message.

Finally, each email was individually monitored using a web beacon, so that McAfee could evaluate the overall success of the campaign. Bouncebacks were collected and delivered back to McAfee for database cleaning and updating.

A a result of this high degree of care and attention, McAfee customer care emailings receive remarkably high response rates virtually unheard of in traditional email campaigns.

 
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