Every three years the Direct Mail Information Service (DMIS) out of the UK and NOP Business Research conduct a survey called Business-to-Business Direct Mail Trends. Unlike the Direct Mail Association's yearly Response Rate Report, this survey is concerned only with business-to-business response rates and opinions. The latest survey shows that direct mail still works in business-to-business, but it has to work harder to get a business professional or manager's attention. Are you doing the right things to reach your targets?

According to DMIS, two-thirds of direct mail is opened by the business managers and professionals they're intended for. These business managers feel relationships are important when opening direct mail (18% will only open mail from certain types of companies). Most important of all is relevance. 30% of business managers and professionals say they only open direct mail that seems relevant. Other important factors are personalization, type of envelope used, correct title, name and address of recipient and having a free incentive or gift.

Of those surveyed, 30% of the respondents said they opened direct mail because it looked relevant, 11% opened it because their name was on it, 8% opened it because the envelope looked interesting, 9% thought it looked important, 9% were curious and the rest opened it because of other reasons.

If you're targeting businesses with direct mail try keeping these results in mind when you’re designing your creative and planning your fulfillment strategy.