What Checks and Balances Should Mailers Take?

Share this content:

What a sad story ("Eziba's Meltdown: Mailing to the Wrong File Ended a Catalog," Jan. 31)! We suppliers who try so diligently regard this kind of tragedy deeply. But what was the cause, and how could it have been avoided?

Well, there was little comment in the story save Andy Ostroy's "the checks and balances that should be in place weren't." Also: "It's anyone's guess ..."

Not enough.

I've been racking my brain to figure out how to guard against this. If this was a solo house mailing ("run my L18M buyers") with no merge, how do you check and balance? Only thing I can think of would be to get the count in advance (knowing it to be correct) and clearly instruct the mail house to confirm upon receipt. Let's try to learn from this. What are those checks and balances that the mailer should take? Or must we simply trust the service bureau?

Rich Reinhart, List Counsellors, Allentown, NJ,



Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above