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NextMark Releases 2Q09 Data Card Quality Report

Hanover, NH – July 9, 2009NextMark, Inc., a leading provider of direct marketing tools and resources, today published its second quarter 2009 Data Card Quality Report. Among the findings was the first perfect score for a list management company marketing more than 2,000 data card titles with Edith Roman & ePostDirect accomplishing this feat. Millard Group, manages 1,036 data card titles, also posted a near perfect score of 99.9 with a 16 percent increase over the first quarter.

Data Card Quality ReportCanadian list data cards also improved with Resolve Corporation posting a 15 percent increase in their data card quality over the first quarter. Two other Canadian direct marketing organizations, Cornerstone List Management and Regency Direct Mail, also maintained good scores throughout the first half of 2009.

List managers rely on data cards to effectively market the products and services of their list owner clients, and to help secure new test orders.

“Continuation orders and favorable test to continuation ratios are evidence that our mailer clients have confidence in the quality of our lists,” said Sally Westaway, Vice President of Operations at Direct Media|Millard. “When it comes down to getting a list title included on mailer’s test recommendation, you need to make a good first impression with the data card. With good reason, I am very proud of our list management team for their accomplishment.”

List brokers rely on data cards to make purchasing decisions on behalf of their mailer clients.

“Our content strategy team has a good handle on the lists that work best for our clients, but we still need to know that the counts, pricing, and other information are up-to-date before making a formal recommendation,” said Lisa Donnelly, Senior Director at Merkle, Inc. “Quality data cards give us the confidence we need to stand behind all of our recommendations.”

Quality data cards enhance the value of NextMark/mIn direct marketing systems online.

“While it is important not confuse data card quality with list quality, list brokers rely on data card updates for delivering reliable recommendations to their mailer clients. These real-time updates enable the MIN teams to focus on auditing data, custom list research, and other value-added services that give our clients a competitive edge,” noted Scott Chilcutt, Vice President of NextMark and head of the Marketing Information Network (MIN) list services operation.

Individual data card scores are calculated using a weighted average of thirteen attributes, with an emphasis on recent updates. A list manager’s score is the average of all the data card scores in their portfolio. The second quarter 2009 Data Card Quality Report includes a ranking of list management companies by data card quality. With an exception to include 6 companies with perfect scores in category II, the top 5 companies for each category are listed below:

Category I (500+ Titles)

1. Edith Roman & ePostDirect
1. Complete Mailing Lists
3. ALC
3. Millard Group
5. Statlistics

Category II (250 – 499 Titles)

1. Lighthouse List Company
1. List Bargains
1. Dunhill International
1. Media Source Solutions
1. The List Experts
1. List Connection

Category III (100 – 249 Titles)

1. Integrated Business Services
1. Complete Medical Lists
1. Political Fundraising Lists
1. eTargetMedia.com
5. Marketing Advisory Group

Category IV (50 – 99 Titles)

1. NCRI List Management
1. Profile America List Company
3. Options Media Group
4. Mary Elizabeth Granger & Associates
5. McCarthy Media Group

For a complete report of the top list managers, including risers and fallers, visit NextMark’s web site: http://www.nextmark.com/mmse/top50-list-managers-dccqr.html.

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