Data Management — Niches and Nightmares

The threat, real albeit extremely remote, underscores the importance of the role third-party data manipulation services play in successful mailing campaigns. The stakes are extremely high, and the damage to one’s credibility as a vendor of these services can be severe.

There is a lot at stake for ample reason. Postal rate increases and changes in mailing standards sent shock waves through the direct marketing industry in 2007 which, when coupled with companion increases in paper and other consumables, tempered enthusiasm for the mail marketing channel. Tempered, but not completely dampened.