John Ripa

By John Ripa In any good e-mail customer-retention campaign, the first step is to secure high-quality, reliable, properly obtained e-mail addresses for your existing customers from a dependable data provider. This task, however, can be much more difficult than it sounds. There are many choices out there. Which is right for you? To help you sift the wheat from the chaff, here are two questions to ask each e-mail data provider you interview. "What's your match routine?" Ask if they provide "string-level matching" or a more sophisticated system. Traditional string-level matching takes components of the name and address, scores them and creates acceptable

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