Extension of cost-per-reply to cost of conversion of inquiry into business, or cost of getting an order from direct response advertising. Depends as much on target­ing as on the direct mail shot or off-the-page advertisement. The use of life-style audience targeting (available both online and offline) and geodemographic location systems can reduce cost-per-order.

Synonyms: CPO

The expert's thoughts on direct response - growth hacking - performance-based marketing activities - DIRECT MARKETING