Re: A Little Common Sense Please

From: Adrienne Kramer <ASKMGMT_at_aol.com>
Date: Fri 28 Dec 2001 08:54:15 -0500

My favorite list experience was with that of a major retailer. They claim to
update their list every six months. Well after putting out a business reply
card offer, we got back a number of cards with incorrect addresses, names,
etc. My favorites were of those that had moved 21 years ago and of course
the proverbial one that had died 6 years previously.

Even the best lists are marginal at best. That is not a dis to those who
maintain lists. It's just a very difficult business and the buyer should be
smart enough to know that there will be a small percentage that is bad on the
list. The question is what percentage is tolerable. We accept a 3%
deviation. This is typical of most business applications and therefore are
willing to live with that.

Happy New Year and best wishes for much success in the coming year.

Adrienne Kramer
ASK Management, Inc.
Consultants in Marketing and Communications
askmgmt_at_aol.com




Received on Fri Dec 28 2001 - 07:54:15 CST