It seems that we business-to-business marketers too often get caught up in the details of direct marketing, rather than concentrating on the things that are most important: the list, the offer and the results.

If you mail to the wrong list it doesn't matter how good the offer is.

For example, try sending a mailing offering new graphic design software to chief financial officers. Or sending a mailing about financial forecasting software to design professionals. No matter how good the offers are, you’re betting against yourself in regard to generating sales leads or orders.

When considering lists, focus on important things like results instead of worrying about less important details like undeliverables.

A client of mine was concerned by the high percentage of undeliverables from a mailing list she rented. She was seriously considering not using the list again because of it.

However, when I reviewed the overall results, it was clear that that same mailing list generated more leads and sales than any of the other lists she tested, resulting in the best overall return on investment. When considered from that perspective, the list was a real winner.