Verifying B-to-B Mail

| Bernie Goldberg

Building and maintaining your business-to-business house file can be daunting, especially when you have different databases throughout the enterprise. These multiple databases frequently have no common link and it is impossible to exchange information between the company

When Is it Time to Rebuild a Model?

| MCM staff

Database models tend to be remarkably resistant to nondramatic changes in creative and price, says Jim Wheaton, a principal in Chapel Hill, NC-based Wheaton Consulting Group. Therefore, as long as the fundamentals of your business remain reasonably stable and there is no change in the structure of the source data, models are likely to retain their potency for years.

ALC and Millard Launch Data Portal

| MCM staff

Last week American List Counsel and Millard Group created an Internet-based, interactive data exchange system, DMexchange, to allow participants to exchange list order and shipping information via a secure Website.

Tips for E-mail Tests

| MCM staff

Testing e-mail prospecting lists is in many ways the same as testing postal lists, says Don Buck, president of Milwaukee-based consultancy Buck Marketing. But e-mail testing has its own distinct challenges as well. Here, Buck offers a few suggestions to making your tests more effective.
* The first thing to do is decide what to test. Just because something is measurable doesn