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| Leadfusion EMAIL |
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Leadfusion EMAIL was designed to help you reach prospects with timely and relevant email messaging when they are in-market for a financial product or service. With Leadfusion EMAIL, you can conduct an email-based dialogue
that adapts based on each recipient's actions and interests.
Whether an in-market lead is identified via Leadfusion CALCULATORS, capture forms on product or landing pages, or via multi-channel systems, Leadfusion EMAIL lets you engage with them on their time-table, not the time-table of traditional calendar-based email marketing programs. Leadfusion EMAIL allows you to create a dialogue to help guide their decision-making through
to conversion. And as most market studies have shown, increasing timing
and relevance is the key to increased conversion.
Leadfusion EMAIL works through the concept of an Email Track, an adaptable series of email communications that deliver a number of informational or promotional messages to your in-market lead over a defined time period. Consumers get placed on an Email Track by qualifying for a market segment following a triggering event, such as a website or calculator visit.
Email Tracks can be developed for just about any retail and institutional banking, investment, and insurance service. They can be designed and implemented to engage in-market leads for new customer acquisition; to connect with new customers for a cost-effective onboarding process; and to re-engage with existing customers for cross-sell opportunities.
Leadfusion EMAIL was designed from the ground up to work with the unique needs of the financial services industry and "considered-purchase" products
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| Leadfusion EMAIL Functionality |
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Address Capture
Email Track Management
Real-time Segmentation
Measurement, Reporting and Optimization
Implementation and Setup |
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| Address Capture |
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 In order for an email message to be relevant, it needs to be timely. One of the biggest challenges in delivering relevant email messaging is identifying the events that indicate a consumer is in-market for a financial product or service.
Since studies have shown that financial calculators are often the best source for finding in-market leads, the placement of email opt-in capture forms on Leadfusion CALCULATORS is a natural first step for address capture.
Most email capture events require an email fulfillment—the quid pro quo for which a consumer is willing to provide their email address. Leadfusion EMAIL supports the ability to immediately deliver the offer with a fulfillment email that might include calculator results from Leadfusion CALCULATORS, PDF attachments, or any other type of content which can be delivered via email.
With Leadfusion EMAIL, capture forms can also be placed on product, rate or landing pages where search traffic gets directed. Capture forms typically contain an offer, such as a brochure, informational pamphlet, coupon or access to specific download materials. They also contain an opt-in form to collect email addresses and other information pertinent to your follow-up email conversation. Leadfusion EMAIL immediately follows up with a fulfillment email, making good on the opt-in offer.
Leadfusion EMAIL also supports an XML/SOAP gateway capability. This
allows a system-to-system transfer of email addresses and opt-in information which is generated as a result of a customer visit to a branch, a call into a call center, or other out-of-database event triggers like service anniversary date.
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| Real-Time Segmentation |
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In addition to being timely, relevant email needs to address subjects and material appropriate to the recipient's needs and qualifications. Leadfusion EMAIL's real-time segmentation capabilities allow you to assign in-market leads to an Email Track that will deliver the message most relevant to each individual. Segments can be defined based on geographic footprint, demographic data, purchase criteria, intent to purchase, web page visited,
or any other data collected during the opt-in process or added to the consumer's Leadfusion profile. Most, if not all, of the data needed for market segmentation can be collected via Leadfusion CALCULATORS or Leadfusion EMAIL capture forms. |
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| Email Track Management |
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Many email service providers claim to be able to send a relevant series of messages. But few, if any, allow such email dialogues to be set up through
an easy-to-use, drag-and-drop, storyboard-oriented Email Track editor. The Email Track editor lets you easily design a scripted flow of messages that adapt based on the recipient's response, allowing you to maintain relevance throughout your dialogue with them. No sophisticated database scripts or select criteria are required. Users just drag and drop their email dialogue onto the Email Track editor storyboard. Message intervals are defined by you so that an Email Track can take several days or several months to complete, depending on your marketing strategy.
Once an Email Track is designed and activated, individuals move through the track based on their responses in lights-out fashion, requiring no ongoing campaign management by the user. Messages are timed so that unique emails are delivered based on the date of the triggering event or their entry onto the Email Track, and not based on calendar-based, mass mail schedules. |
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| Measurement, Reporting and Optimization |
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Like any direct marketing program, the ability to monitor and track results is critical to future optimization of Leadfusion EMAIL as you look toward higher conversion rates.
Leadfusion EMAIL offers easy access to key metrics via a real-time dashboard, as well as a drill down reporting structure to allow the entire marketing program to be viewed as a high-level series of related events. It also provides the ability to obtain more detail on any single component
of the marketing program, whether it's an address capture form, segmentation criteria, or individual email template. And each of these elements can be evaluated next to other forms, segments or templates for comparison purposes.
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| Implementation and Setup |
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Leadfusion EMAIL is easy to setup and involves minimal use of Information Technology (IT) resources. Initial setup requires only a slight modification to your Domain Name Server (DNS) so that messages sent via Leadfusion EMAIL are authenticated back to your web domain name. Coordination of opt-in and opt-out information exchange is also recommended so that additional sets of email conversations remain synchronized with consumer email preferences.
Leadfusion EMAIL has been designed to allow Marketing Program Managers and Business Analysts to setup and implement Email Tracks without ongoing IT support. And once an Email Track is setup, it can run in a lights-out environment without ongoing maintenance. |
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CONTACT SALES |
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Call us at 877.205.9825 or schedule a walk-through demo of Leadfusion EMAIL. |
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