Why is geographical targeting so important in international B2B direct marketing?
Geographic location (country) is a powerful predictor of the responsiveness of many international and multinational lists. Different countries have different business cultures, different economic conditions and different business needs — all of which affect response rates. For this reason, international marketers often experience differences of 100% or more in response among countries on the same list. Yet many international marketers never observe these differences because they fail to record and analyze response by individual countries on the same list. Doing so requires that they record quantities sent to each country on each list. Then they must track response by list and country on each list — hard work indeed when a typical international list might reach 150 or more countries. Yet this exercise will often reveal that certain countries on certain lists deliver considerably higher — or lower – response than the average for the entire list. If you want to insure the highest respo
