Another Tool in a Marketer's Response Kit
Information captured from the insurer's Web site is sent in real-time to the e-fulfillment system. Customized e-mail text messages are created along with complete policy quotes based on one of thousands of file templates covering every possible variable—demographics, coverage types and levels and the specific requirement of a particular customer's state of residence.
Talking Directly to Your Prospect
In many instances, customers and potential customers can request information through a variety of channels including a call center, Web site or mail. In one such instance, a major pharmaceutical manufacturer generates data daily from these sources. Based on the depth of information in the marketing database—gender, age, products requested and used—the development of highly customized text messaging and rich format attachments is possible. The system also enables custom e-mail messaging with links to specific parts of the company's Web site. For example, if a 35-year-old woman requests information on a particular nutritional supplement or medication, collateral material attached to the return message could feature photography of a woman matching her demographic description.
In this case, the company is developing a true one-to-one marketing campaign that, over time, can be further refined, based on this ongoing interactions loop.
Building on the Momentum
Today, in most cases, companies using e-fulfillment with rich content are also engaged in parallel mail campaigns. They are not looking to abandon traditional fulfillment methods, but rather are looking for new ways to get closer to their customers.
As consumers click through company's Web sites via electronic message links, each visit adds to their individual profile for future e-marketing efforts. As the file on each person is enhanced, marketers can cost-effectively move into more focused cross-selling and up-selling campaigns.
Overall, the trend is for companies to implement one-to-one marketing tools. More and more, they are looking for expertise from direct marketing service providers that enables them to reach customers and prospects within a very structured campaign, but target each one with a specific package of information via their mailbox, e-mailbox, over the phone or on a Web site.