Personalize the Fulfillment Process to Hold On to Leads
In the olden days of direct marketing, personalization began and ended with putting a recipient’s name at the top of the letter and sprinkling it throughout. While that’s still a good starting point today, it’s hardly a difference maker. Today’s personalization must go much further, taking into consideration consumer behaviors and interests.
“You see a lot of … personalization for personalization’s sake: ‘Dear [First Name]’ sort of personalization,” says Steve Woods, chief technology officer of marketing automation provider Eloqua.
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