Mail as a marketing medium: the B2B view

This 2007 Royal Mail study focuses on the under-researched area of B2B marketing, exploring the continuing value of direct mail in this sector. The research is based on a survey of 142 B2B marketing professionals.

Key findings include:

• Mail remains a vital weapon in the B2B marketing arsenal – 83% of B2B marketers say that mail is an important medium for their business.

• Most B2B marketing mailings are sent to existing customers and help to retain customer relationships.

• The B2B marketing community sees a clear future for mail as a complementary channel to email.