7 Secrets of Successful Fulfillment Mailings
Don't spend time, energy, and money developing a hot lead-generating piece, and then neglect the important fulfillment mailing — the mailing in which you "fulfill" the request and deliver the promised free item.
Let me give you an example of what I'm talking about. I received an attractive self-mailer that did a great job of interesting me in a new software utility. I wanted more information and called an 800-number to request an Info Kit. The software publisher, who did such a nice job of getting me to raise my hand and identify myself, sent me a pathetic bunch of data sheets and product reviews.
Instead of treating the lead as a golden opportunity, they sent me a slovenly collection of materials that was a complete turnoff. The bottom line? The company did the front-end right but completely blew the back-end of the two-step mailing process. I suggest that you don't make the same mistake. Check out these fulfillment basics that can help you turn curious prospects into paying customers:
1. Be sure to put the right message on the front of the envelope.
It is imperative that you tell the reader right up front (literally) that the materials contained in the envelope were requested and are not junk mail! People may know the name of your product — not necessarily the name of your company. That's why your simple corporate return address all by itself may not mean anything to your prospect. You have to say something like: "Here's The WidgetPro Information Kit you requested!"
2. Don't waste money on a fancy envelope.
The envelope that contains your fulfillment materials can be simple and inexpensive. In fact, I'd go so far as to say it should be simple and inexpensive. You don't want potential customers to be confused by a prospecting package that looks like "junk mail."