Naperville, Ill.

At the eigth annual MeritDirect Business Mailer’s Co-op and Interactive Marketing Conference, Bill Singleton, manager of analytical services at Naperville, Ill.-based database marketing and consulting firm The Allant Group, presented, “Nuts and Bolts of B-to-B Mail: 10 Common but Unwritten (and Unmentioned) Mistakes.” Here are three tips he suggests to give your next B-to-B campaign a better chance of success. 1. Check data for gaps and aging. Is information accurate, current and entered in the proper field? Singleton also suggests suppressing nonbuyers who are competitors, miscoded consumers, prisons or business complaint addresses. 2. Use the right address for your customers. Singleton cautions: “Many

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