Data Management — Takin’ Care of Info

Frankly, if your message whiffs on the intended audience count, it doesn’t matter if the mailed piece even knows how to ring the recipient’s doorbell.

“No matter how good the direct mail piece or how well we use variable data, it still fails if we’re mailing it to people who have no interest in the product or service,” notes Al Kennickell, president of Kennickell Print and Global Marketing of Savannah, GA.