Depending on the type of campaign you're planning, keep in mind that the decision-maker isn't always the ideal target audience for your mailer.

If you want the reader to send in $99 for a software upgrade, then absolutely, you should target the person able to make that decision. If you're generating leads for a $10,000 software development tool, however, the person who signs the check (a CIO or an MIS manager) may not be your best choice.

Why? Because the decision-maker isn't always dealing on a day-to-day basis with the problem you're offering to help solve. And if it's not a problem to them, they won't respond, period. Target your message to the highest level at which the problem is understood. Don't worry about reaching someone who can buy your product "on the spot." Focus on generating qualified leads (a company with the problem or need you can help solve), then let your sales force take it from there.

Unconvinced? Next time you mail, segment the names within individual lists into title categories (ex: software developers vs. MIS managers, financial analysts vs. CFOs). Then gauge which group responds better, and which generates the most bonafide sales opportunities.