Rather than blindly sending messages to countless prospects – and hoping for a 2% response rate (at best) — messages can now be targeted to (and customized for) each individual candidate. While this shift has spelled imminent doom for the U.S. Postal Service, it’s been a boon to marketers.
Whether you call it business intelligence or just being customer-savvy, knowing more about each customer at the moment of contact can pay dividends and prevent catastrophe. For financial services companies, the stakes can be much higher than a lost pastry sale.