The B-to-B Mailer’s Rules of the Road

Thus, if a mailer goes to all the expense and trouble of creating a personalized letter and someone else is now sitting at that desk, was that expensive personalized format the most efficient use of marketing dollars?

The answer, of course: you test.

Many years ago, the late Dick Benson wrote in “Secrets of Successful Direct Mail”: “Contrary to popular opinion, we found no difference in results in addressing by title as compared to addressing by name.”