Tales From the Crypt

The fact is that every merge/purge is unique. Each reveals data about the quality of the process, predicts the outcome of the campaign and gives clues that help smart direct marketers plan for the future.

Quality control comes first
“If you can only afford to do one thing, make sure you NCOA [National Change of Address] all files before you put them into a merge/purge,” advises Andrew Mednick, managing director of Automated Resources Group, a database-marketing services