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B-To-B Direct Mail: Don't Get Lost In The Details

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Executive Summary

When choosing a list for B-to-B direct marketing, focus on the important things - such as results - instead of worrying about less important details such as the percentage of undeliverable on the list. A client of mine recently told me she was concerned by the high percentage of undeliverable from a business mailing list she rented. She was seriously considering not using the list again because of it. In fact, that list resulted in the best overall return on investment. When considered from that important perspective, the list she was about to not use again was a real winner.

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