Use Your Resources

"There's not a software vendor or data services provider out there that doesn't have sophisticated tools to eliminate bad addresses from your mailings or make better use of the good addresses. It's the cataloger's responsibility to work with its existing vendor and just flat-out ask, "What am I not using that might be valuable to me?" Your vendor is the party that knows what you're trying to do, what your lists represent and what actions should have incremental gain. And if they don't know, they should follow your lead and test those actions."

—Dan Minnick, director of postal operations, Abacus