GUEST AUTHOR – INSIGHT FROM EUROPE
Northern light
Return rates for
Finland is a country that can marketing features in Finland. sales and marketing company
be put together like a puzzle Compared to the Danish which specialises in the B2B
mailings vary
of thousands of lakes, islands address market, Finland offers sector. Furthermore, the Danish
and rivers. more possibilities, although its company NN Markedsdata also
immensely –
Due to their untouched address market is relatively offers details of Finnish
between one
landscape, a low density small since there are only a few consumers. The company
population, successful large providers offering Suomen Asiakastieto Oy
and three per
conservation measures and, of comprehensive databases. provides reference files
course, efficient development, Additionally, there are some containing B2B and B2C credit
cent if the
the Finns are forerunners in the smaller list broking specialists. information and td is a sales and
field of environmental marketing company which
databases are
protection. This was noted by Important sources specialises in the B2B sector.
managed well,
scientists from the universities One of the largest and also most Address prices are very
of Yale and Columbia, during an important sources available for expensive in Finland. However,
but rates of
international experts’ study into consumer addresses in Finland the companies offer licences for
environmental protection. is the public register of people multiple usage of database
between five
In addition, Finland fares living there. This is the official addresses within a particular
very well in many international register kept by the time frame, which is a cheaper
and eight per comparisons of national Government, holding about five option.
cent are not
performance –for example in its million addresses and a large
share of high-technology number of different selection Response lists
unheard of.
manufacturing, public education, criteria. There is also a very good supply
health care, rate of gross However, there are of response lists, especially for
domestic product growth and its subsidiaries of the Finnish post the B2C sector, and about 200
protection of civil liberties. that offer comprehensive B2B lists are on the market. In the
To continue my series of and B2C databases, too. The B2B sector, lists are basically
direct marketing ‘in the north’, leading providers in Finland are only available via reciprocal
this article deals with direct Itella TGM and MicroMedia, a agreements.
28 January/February 2009 www.dmi-news.com
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