Fulfillment: At Your Request
Data Points at Work
“Usually, marketers collect information via their own systems and then transmit to their fulfillment company as a regular data feed,” says Lowndes.
The fulfillment company takes the masterfile of images and copy versions that match up to the dynamic content in materials templates developed in advance by the marketer and its fulfillment partner. The data points are then mapped to trigger certain fields so that letter template A might feature three dynamic copy blocks and two dynamic images and get matched up with a similarly generated brochure and reply device.
A best practice to implement in any personalized fulfillment program is for marketers to get back from their fulfillment company a status report after the processing of each data feed, Lowndes advises. This way, marketers have a record of what information was sent to which leads and for what purposes.
In today’s multichannel, multitouch environment, he adds, marketers need to be aware of every interaction with their prospects and customers so they can better serve them at successive interaction points.
With today’s capabilities, Altman asserts, it should not be a daunting process for companies to share their program data with call centers and other channel support partners to provide leads with a seamless experience.
“Marketers need to treat leads at the level of a customer, even though they’re still a prospect,” says Altman.
Turnaround and Set-up
All things being equal, it does take a little longer to generate custom materials, says Lowndes. But marketers can work ahead with their fulfillment company to optimize the process.
It’s best to do all the work in one location, since you want to reduce the chance for mismatched pieces and to obtain the quickest turnaround, he explains. Print-on-demand (POD) capabilities are important in this environment, even if you’re using pre-printed shells produced on offset presses and then personalizing with POD technology at the time of fulfillment.