July 1, 2000
“Compared to the business-to-business arena, consumer direct marketing is a no-brainer.” —Lee Kroll, Kroll Direct Marketing Many will disagree with Lee Kroll’s statement. But I, for one, think he’s dead on. Read on, consider all of the challenges the b-to-b marketer faces when it comes to lists, and decide for yourself. Consumer Direct Marketing The universe has roughly 110 million households. Most receive mail in a box or through a slot in the front door. They answer their own telephones. True, in the words of Chicago freelancer Lea Pierce, “All mail is opened over the wastebasket.” But, chances are pretty good that if you
