Clean Your Database
Whether you mail to consumers or businesses, have a small or grandiose budget, are a neophyte or veteran of the data-maintenance wars, take heart that some new solutions are being developed. Says Kapochunas: “Products exist today—or will be introduced this year—that allow transactional domestic and global address correction, followed by referential matching on the fly. The light is finally visible at the end of the tunnel.”
Mary Ann Kleinfelter of Marketing Solutions Today provides consulting on direct marketing solutions. She is the former VP of sales and marketing for Delta Education. She can be reached at (603) 673-6786, or by e-mail at Makleinfelter@aol.com.