Corporate Express Call Center Services

Higher-cost, Hyper-targeted Efforts Can Win Big (1,164 words)
September 1, 2003

By Daniel Kelman You do the math. Target until it hurts; then target some more. That is the mantra of a successful marketing campaign. But targeting alone isn't enough. To get exceptional response rates—as high as 90 percent—I suggest using what I call the "high connection" approach. Traditional high-end direct marketing math dictates that while targeting models are crucial, efficiencies are created through production economies: large-volume mailings plus a low cost per unit. High connection marketing turns that logic upside down. For this type of effort, you have to hyper-target down to a micro