Tips – Tricks – Traps
Don’t use a word processor or spreadsheet to maintain your mailing list!
Use a data base program instead. Word processors or spreadsheets don’t offer the rigidness or consistency your data needs to be useful. You may be able to print a letter or some labels from it. But, can you sort your addresses by zip code or postal code, last name, company name etc.? A database can.
What are fields and records?
A field contains one piece of information such as a zip code, last name, first name, company etc. A record is a collection of fields about someone or something. It is wise to create a field for each piece of information you wish to access individually. Plan your fields and be consistent in entering your information.
Make sure you enter the information into the right fields!
That’s where the computer is going to look for it. Don’t misuse fields ... i.e., Don’t mix names of individuals and companies in the same field. If you do, you may get letters with salutations like: Dear ABC Corp., ... the list goes on!
How many fields should you have?
Not too many – not too few. Establish fields essential for mailings or whatever the purpose of your database. Think about what you will use this list for: mailing, telemarketing, response tracking. Each field you use should be maintainable. Don’t fall into the trap of capturing every bit of information made available to you. It's not very useful to have information and not knowing whether it's current or out of date.
How to use codes productively.
If you use codes to segregate your list, make a record of them and update is as needed. Want to separate clients from prospects? Create a field for STATUS and enter C for clients; P for prospects. When those prospects become clients you just switch the P to a C and, voila, they're in the client list. Coding gives you unlimited access and sorting possibilities.
Don’t set up too many fields for the address.
You may be unpleasantly surprised when it comes time to print a label or use a window envelope – it might not fit! Try to keep the number of lines for the name and address to 7 or less. The same can be said for field lengths. We suggest keeping address fields up to 40 characters long. If they’re too long, you’ll have trouble. Believe it!!
The wet ink disaster.
Laser printers are incompatible with wet printers ink. Not only wet, but in any way moist ink will cause the laser printer to ghost. Use laser inks or fast drying inks. Try to smudge the ink with your thumb ... If you can, it's not dry! It will save you from unpleasant surprises.
