Fulfillment: At Your Request
The set-up of such a program can take anywhere from one to several months to assess the program’s aspects, determine costs based on production processes selected, put processes in place, test, further optimize and then go live, Lowndes explains. But the benefits are worth the wait. Lowndes has seen a 10 to 20 percent reduction in the time it takes audiences to respond to a customized piece, and similar increases in response rates are common, too.
Pitfalls to Avoid
The biggest challenge marketers face, says Lowndes, is recognizing that they might not be able to take their existing fulfillment process and just tack on customization aspects; sometimes they will need to adjust current processes for collecting data, sharing it with their fulfillment company and developing kit materials that lend themselves to customization.
And often, he says, marketers have plenty of communication strategies and design approaches but do not have the tools to put the needed processes in place. This is a critical aspect, because the automation of processes can make a huge difference to operational efficiencies and the final fulfillment piece.