The B-to-B Mailer’s Rules of the Road

The Old Formula?

The old Ed Mayer formula states that success in direct marketing is dependent on the following ratios: 40 percent lists, 40 percent offer, 20 percent everything else. This may not hold in the business arena. List research is by far the most important element. The right lists may, in fact, be 50 percent or more of the equation, which means your broker is the most important player on the marketing team by far.