Direct Marketing: 10 Key Strategies from List Vision’s 50 in 50

2. If you’re a B-to-B cataloger, don’t use business-to-consumer offers. “While it may work well in the consumer space, free shipping often isn’t a popular offer among B-to-B customers,” said Melissa Rothchild, senior director of marketing communications for CPA2Biz, a B-to-B accounting products catalog. She revealed that free shipping hasn’t worked for her because CPA2Biz’s products aren’t impulse purchases. She has, however, enjoyed good response to percentage savings promotions as well as digital camera and MP3 player raffles.