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April 15, 2005
To name or not to name
We have an ongoing debate here in the office about personalising mail we send out to prospect businesses.
* Some people say we have to have a name contact for the business.
* Others argue that having the business is enough.
The right answer? I have no idea! (You'd expect that answer now I'd imagine)
Taking a look at the results of our mail out campaign shows that sending material to:
Acme Accounting
1 Smith St
Smithsville
works okay.
What works better is if the material is addressed to:
Joe Smith
Acme Accounting
1 Smith St
Smithsville
But then you have to weigh up the cost of developing a database with names and job titles. It is far easier to develop a database of just business names (i.e look in the Yellow Pages). Which means that we can send far more non-personalised material than personalised.
Taking all of that into account I'd say that (and I don't have the exact numbers to back this up) it's better to personally address the material. Your conversion rate (whether that be in leads or sales) is much better.
Regards
Brendon
Posted by Brendon at April 15, 2005 2:26 PM
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