The B-to-B Mailer’s Rules of the Road

• Know your arithmetic—lifetime value of your customer and allowable cost per order—both by source.

• Make your list broker work like hell.

• List rental costs can be negotiable, but brokers’ commissions are inviolable.

• Share results with your broker.

• Get data, more data and still more data.

• Make sure the data are accurate and as up-to-date as possible.