Increase lead conversion through segmented messaging
Ameriprise wanted to build on the success of its advertising with a fulfillment system that would convert leads into clients.
Situation
How do we get prospects to take the next step?
Ameriprise Financial had embarked on major national advertising and direct marketing programs, but was not satisfied with the translation of these initiatives into new client meetings with advisors. How could the lead conversion rate be increased?
Solution
One size does not fit all.
Carpenter Group reviewed Ameriprise’s fulfillment process and identified several obstacles contributing to a prospective client’s reluctance to take the next step of meeting with an advisor. To help motivate prospects and improve conversion rates, Carpenter Group developed a flexible content management system that could deliver highly targeted messages through a variety of media, including print, print-on-demand and personalized micro-sites. The result was a dramatic increase in lead conversion rates: 2 to 3 times higher than with generalized communications.
