Just read that a study by John Coe and the Sales & Marketing Institute showed that “70.8% of business people changed one or more elements on their business cards each year.” According to a new study conducted by research firm NFO WorldGroup, “31% of email addresses change annually.”

If you are buying a list from a trade publication and basing your direct marketing on that list, you are in effect paying good money for old business cards and then basing your expensive campaigns on those cards. Ouch. What a waste of money and time. And, imagine what your campaign results will be!

Perhaps it’s time to take a different approach to database marketing?