In some cases it went to multiple people in the same organisation. This would have applied in particular to the larger PR agencies where we have a lot of contacts. I've had a few comments about this, mostly citing a waste of paper, and for this I do apologise.
I wanted to take the opportunity here to explain the thinking behind the mailing.
We conducted some research recently that revealed quite a few people only knew DWPub for one or two of our services. And where people were familiar with more of our services the relationship between them was not fully understood. It showed, for example, that some did not realise that ResponseSource, FeaturesExec and SourceWire were all from the same people.
The result was our re-brand which we introduced last September. It was evolutionary, with the objective of tying our products more closely together and reinforcing the DWPub family. We've had great feedback from this, a project that was a real team effort and a tribute to all my colleagues at DWPub.
The direct mail campaign that's just gone out was an extension of this. Having not done a DM shot for some time I felt it would be a good idea to do one to present our new branding and to remind our community of the full range of products we offer. That was the motivation behind sending a complete brochure.
My thinking was that, in a smaller A5 format, and with space for each person's login details on page two, the brochure would be looked upon as a reference guide. Therefore sending one copy per person seemed to make sense.
In hindsight I appreciate that when multiple copies of the brochure arrived in certain offices this would have looked wasteful.
I failed to predict that response, perhaps because overall the amount of direct mail we do has massively reduced over the last three years, having placed a greater emphasis in digital marketing. In 2010 we did just two DM campaigns and last year we did none at all. This compares to 2008 when we did ten! I'd also opted for A5 format which helped us reduce the amount of paper used (thus also reducing the weight and the amount of fuel used in transporting it).
I think there is still a place for direct mail in B2B marketing, though admittedly this was perhaps not the best example. But I hope you can see the rationale behind it.