Fulfillment: At Your Request
A sure way to fire up results for your fulfillment program is to look for opportunities to better serve your leads during their information-gathering process. If two-thirds of consumers have reported they feel unsolicited marketing materials are not relevant to their needs, according to Yankelovich research from late 2005, can you imagine the level of expectation for respondents who have requested further contact?
By applying old-fashioned marketing strategy and leveraging today’s technologies, marketers can turn lead-generation data into customized fulfillment kits that are both more appealing to the recipient and helpful at moving the conversion process along.
Data on Tap
All customization processes start by assessing the data elements on hand, determining which components can be used to develop differentiated messaging strategies. The typical information collected during the lead-generation process is name and postal address, product needs and purchasing timeframe. With this minimum of data, a marketer can personalize components by the lead’s name and provide information on the lead’s nearest retail store/sales contact, special regional offers, any state-specific legal notifications and other geographic-specific details, says David Lowndes, director of product development at Comac, a fulfillment solutions company based in Milpitas, Calif.
Beyond this basic information, he adds, are a whole bunch of data points a marketer could collect, such as demographics, age, presence of children and their age ranges, birthdays or other special dates, interests, problems the lead is trying to solve, etc. It’s critical, though, not to do anything at this step that hurts response, explains Shari Altman, president of Rural Hall, N.C. direct marketing consultancy Altman Dedicated Direct. Only collect the amount of data you need to create fulfillment materials that offer enhanced benefits for respondents.
Not all data needs to be collected at the initial point of contact with a lead. Lowndes points out that some firms collect just a little data first and then use this information to pre-populate surveys or other communications with leads being primed for conversion. This tactic eases the burden of how much information a lead is asked to provide at any time and helps the marketer continue to collect the detail that will help determine the next steps to move leads closer to conversion.