Farquharson/Tedesco on Business Development: Learn from A/B Testing Results

We estimate that B2B direct mail read rates average about 66 percent. Why are we 14 percent lower? At most businesses, there is often a formidable barrier between a direct mail piece and its intended recipient, i.e., a receptionist or other front office employee instructed to dump anything that looks like "junk mail" into the trash before it reaches the right person. This is especially true if you're targeting larger organizations.