We hope you aren't like the business-to-business marketers recently described by Mac McIntosh, president of B2B consultancy Mac McIntosh Inc, in a chiefmarketer.com interview: "We have certain clients who can't be convinced to try direct mail because they tried it once with a rented list and didn't see success." If you are b2b direct-mail phobic, Mac has a remedy we'd like to pass along. The key to profitable direct mail is to use it more surgically in your marketing campaigns, he advises, by targeting certain segments at certain times with different types of pieces. For example, some tiers may respond best to three-dimensional mailers, while others show a boost from a postcard mailing. Mac cites "one client we work with who was doing primarily e-mail tested variable print mail — and got a 500% better response to the same names." For more advice on b2b tactics, see http://chiefmarketer.com/b2b/b2b-marketers-taking-fresh-look-dm-tactics
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