The B-to-B Mailer’s Rules of the Road

Quite simply, while the company itself may be at that address and phone number over the years, employee turnover can be as high as 1 percent a week. Thus, after two years with no updates, a business list is basically toast. For example, let’s say a list has been compiled from a directory, and that was updated over a six-month period; further, it took three months to print and distribute the directory. Already, the names are nine months old. Buy that list nine months after it comes to the market, and the names are 18 months old.