Decoding the Intelligent Mail Barcode
Experts discuss the creative implications and benefits of Intelligent Mail
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Britt Brouse
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Day said IMB will force many mailers to take a closer look at overall database management policies. “IM raises the bar. What you have to do is really understand the architecture of your system and the various databases you are maintaining. You’ve got to coordinate among multiple databases to make sure the correction information gets to all of the databases. In an ideal world, you’d have one single source of address data; unfortunately, there’s many companies that use more than one source,” he said.
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