What You Should Know About a Merge-Purge

Your merge should be used to maximize your mailing, not just to remove duplicate records. By considering how you’d like duplicates and priorities assigned prior to the merge, you’ll get the most out of your merge.

Next month: More circulation-planning strategies.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in marketing, circulation planning, forecasting and analysis. He can be reached at (302) 541-0608 or by e-mail at slett@lettdirect.com.