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Special Delivery
Getting the mailer to the intended recipient and tracking response is, of course, the main objective. Wertz pointed out that solid database management, including list maintenance and list cleaning, is essential. "When multiple lists are used, there needs to be careful coding of those lists to track which are more effective," he said. "And, when purchasing a prospect list, it's important to utilize a good, solid list source with effective criteria for compiling the list."
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