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Building the Trojan Horse and getting a 35% response rate

We recently came across this story and knew we had to share.  They named the article “Disguise the Prize”.  We like the Trojan Horse analogy.

The story contains all the things a marketer wants to read about.  How does $35mm of new business sound for an ROI?  How about a 35% response rate?

Granted, it is nice to have a large marketing budget, but couldn’t we all learn something from this? This is thinking “out of the box”.  They use everything a marketer could dream of: custom list, custom message, unique packaging, bulky mailer, wow factor — its a “must open” – oh and did I mention an iPod Touch??  Brilliant.

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