Perrys Chartered Accountants Background Perrys is a thriving firm of chartered accountants with six branches throughout London and the South- East. When they were reappraising their marketing strategy, they enlisted the help of Marketscan. One of the problems that Perrys had experienced with their previous direct mail programme was very low responses despite high quality enclosures – the unfortunate but inevitable consequence of a poor quality B2B list. The number of gone aways and incorrect addresses from each direct mail campaign had climbed to an unacceptable 25%. Objectives Looking at each campaign objectively it was apparent that the medium of communication (direct mail) was perfect for brokering an introduction into what Perrys could offer their B2B audience. The message: “have an

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