Chris Iafelice

Intelligent databases provide more focus and desirable results Many distributors agree that direct mail is an ever-popular tool. Customers want to get their messages—whether through ads, surveys or benefit fulfillment pieces—into the hands of potential end-users, and mass-mailing directly to homes and businesses is an effective way to do so. But a mailer is only as effective, and as profitable, as the suitability of its recipients. In other words, significant profits can be lost on wasteful mailings. As a result, distributors are finding ways to better target their customers' markets with the help of new technology. "Anyone can take an item and