Database Management -- The Cleaner, the Better

EVEN THOUGH mailing and database management services have been around since the 1980s, a substantial number of printers expanded into this highly technical (and profitable) market as competition heated up with the new millennium. Today, more printers are continuing to invest in these capabilities in spite of—or, perhaps, because of—the bleak economy. After all, the weaker the financial outlook, the more important it is for service providers to ensure a bigger bang for their clients’ shrinking print dollars. And, in the world of mailing services, the more accurate and targeted the database, the higher the response rate. The higher the response, the better the marketer’s ROI. Ultimately, the key is list hygiene.