Another Tool in a Marketer's Response Kit
With the proper systems in place, e-fulfillment offers direct marketers a wide range of options. It permits increased analysis and customization of future messages, allowing marketers to see when people open the e-mails, and track as they click through to Web site links. Real-time Web reports of hits are available, detailing soft bounce-backs (server is temporarily down or a mailbox is full) and hard bounce-backs (service no longer exists or e-mail address is not valid). If an e-mail bounces back with a bad address or full mailbox, companies may have a call center representative double-check with the intended recipient to confirm how he/she wants to receive the information.
Insurance companies frequently use the most advanced type of e-fulfillment available to deliver a custom quote or actual policy. As they add initial or renewal subscription capabilities to their Web sites, information captured can be converted into an e-mail quote or policy. A fully integrated (blended) fulfillment system can guarantee 100 percent mailing, starting with e-mail and following up with traditional mail when electronic mail is not possible. When you are talking about providing insurance quotes and policies, it is imperative that the message gets through.
The following examples from current e-fulfillment users offer an overview of today's capabilities and a preview of where things are heading.
Fewer Reminders … More Completes
A liability insurance company was using mail fulfillment as a marketing tool with its professional services clients. Names and detailed information were generated daily, with policies printed and mailed twice weekly. Incorporating e-fulfillment, and maximizing its effectiveness, was simply a matter of designing a system that converted content into a PDF file at the point it would have "gone to print" in the traditional fulfillment process. These files are created in the same preprinted format that customers would have received in hard-copy form.