Business Intelligence

Three Ways To Make B-To-B Direct Marketing Work

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Executive Summary

Many business-to-business marketing professionals are happy with a 2% response on their mailings. Others are thrilled to get a 0.5% click-thru-rate on their E-mail marketing campaign. If that's you, you are probably using mass direct marketing techniques, not the relationship marketing possible with today's targeted direct marketing technologies. What's the difference? Let's look at response rates. With the mass mailing approach, you buy or rent mail lists from trade publications, list brokers or trade show companies, then deliver general advertising messages to everyone on the rented list. The expectation for response is the venerable 2% figure, and the few responses you get are not qualified beyond the selectivity of the list. What's worse, they are seldom cultivated for future mailings.

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