Curt Geers

Massaging private and prospect sale invitation lists from new angles By Janet Pinkerton Computerization has simplified generating invitation lists for a retailer's private sale, but simply pulling a list from a retail customer database is only the first step towards a profitable sales event. Besides practicing good in-house "list hygiene," retailers tap out-of-house services to "clean" the list-remove duplicates—correcting or updating addresses to improve their investment in postage and mailer costs. Often, these companies also will profile a retailer's current customer base and more accurately cast a direct-mail net for new clients. More options for database services are available to retail as some

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