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,


Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's 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