Cover Story: How Fast Is Your Fulfillment?
“All types of communication programs should incorporate a learning process,” says Lowndes. Marketers always should be working different creative, channels, number of touches and other applicable aspects into their fulfillment programs. Doing so as a matter of standard practice allows them to determine what works and then continually refine programs for the best possible ROI.
“It’s easy to say, but not so easy to do,” Lowndes admits, advising marketers build a foundation for testing into the program from conception, making sure there is access to the data needed for analysis and that the responding audience can be chopped into representative cells.