“Today, direct mail has explodedan explosion caused more than
anything by computers. They make it possible to select names from mailing
lists by every imaginable demographic classification, by frequency of purchase
and by amount of purchase. With a computer you can remove duplicating between
mailing lists and within a lista process called ‘merge and purge’.
You can avoid mailing to people who don't like to receiving mailings.”
David Ogilvy, Ogilvy