Stephen Palmer is absolutely correct in his assertion that databases are not just about collecting names and addresses, Media Analysis “Papers see benefit of direct alliances” (MW September 3). Regularly building and updating a database is vital so that companies can maintain a constant knowledge of what their customers want.
However, his concerns about offering lists to mailing companies are unfounded as before any database is used in a direct mail campaign they are carefully scrutinised and cleaned.
Furthermore, the list owner always retains ultimate control over who uses it, when they use it, and what data can be used.
This ensures that such campaigns are an accurate part of a multi-faceted awareness programme. So long as this fact is remembered, the database will continue to play the important role it deserves.