Variable Data (Part 1) Aim Small, Miss Small

This is an example of how once the updated information is collected, the department can trust its databases to be accurate and therefore have the integrity to be used in personalized campaigns.

Purchasing lists can be a basic starting point for whittling down real prospects. Lists are useful only in generic or possibly versioned mailings, though. They should not be used for personalization due to the fact that the data collection methods may be dubious at best. Using contact lists is a starting point, however, for gathering information pertinent to future VDP campaigns.