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As mailers, we are familiar with the essential elements of a computer-based mail list. It consists of the fields in a record that identify an individual and/or a business or organization, combined with all address elements required by the USPS for successful delivery; including postal coding. Because a mail list is a structured collection of such records (meaning the data in each individual field can be described factually, as can the relationship between the fields in each record), a mail list fits the broad definition of a database.
A stricter definition of a database would include these characteristics: That the data is managed to ensure its quality and the integrity of the relationships, that access can be shared by more than one user, that it has a stated principal of organization, and that a program can be used to query the database. As mailers, it is in our best interest to adopt this stricter definition of a database, particularly the requirement to manage the quality of the information and the integrity of the relationships.
A mail list is a classic example of a flat file database; a two-dimensional table of data elements where the data contained within a column is restricted to a specific data type and the information in each row is related. Typically, flat files display data using a fixed length for each column (defined either by white space, tabs, or commas), and the first row contains the field for each column. The fact that a mail list is a flat file database likely explains the preference of customers to use Excel to manage the list.
Elements of Database Management
Historically, mailers have emphasized the importance of data quality and integrity as it relates to getting the mail piece delivered—having a complete address that meets USPS requirements for standardization and move update. But now, as more of us move into offering variable data printing and one-to-one personalization to our customers, we must ensure the quality and integrity of many more data fields.
Management of a mailing database is based on several elements:
- A logical structure
- Physical characteristics
- Data entry standards
- Data integrity (complete, consistent)
- Data quality (accurate, most recent, not redundant)
Logical Structure
The logical structure of a mailing database is concerned with what data is needed, where it comes from, and how it will be used, including what reports might be needed. Therefore, the determination of the logical structure begins with a thorough analysis that carefully considers each one of these topics. A mailing database that will only be used to send a quarterly newsletter to customers will have a much different logical structure than a mailing database used to conduct a direct mail marketing campaign that incorporates variable data or one that is used for one-to-one marketing.
Other considerations include whether the mailing database needs to be capable of receiving data imported from other sources (both internal and external), whether it will be used on a single computer or on a network, and what kind of reports and queries will be required.
Physical Characteristics
The physical characteristics include where the mailing database will be stored and how it will be accessed.
Data Entry Standards
Successful use of a flat file database format depends on the restriction that the data in each column is a specific data type, such as text, date, or currency; that all entries in a column contain identical information; and that there is a maximum size of each column. In practice, this means that standards need to be formulated for how many characters are allowed in each field of a database and that the type of content in each field must be identical.
One of the most common violations of data entry standards occurs when the logical structure of the database does not accommodate a data element the user wants to incorporate. A frequently seen example is when the person responsible for data entry enters a business name in a last name field or enters the name of a country in the ZIP code field. The problem is exacerbated if a second person doing data entry makes a different decision, for example, entering the business name in the first name field. The result is a mix of content in the column.
When data types are mixed within a column, then inaccuracies may result. An example would be a mail merge letter that has a salutation of "Dear <First Name>. If a business name has been entered in the "First Name" field/column, then the mail merge letter will read "Dear Quick Printing magazine" or "Dear 9th Street Tile," rather than the intended "Dear Karen" or "Dear Bob." Such an error risks making a bad first impression on a prospect or angering a regular customer.
Data Integrity
Data integrity, which means that the data values in the database are complete and consistent, is intimately related to data entry standards. An example of data consistency is the use of USPS standard abbreviations in primary and secondary address fields. An example of data completeness is having a first name in every record or a database.
Data Quality
Data quality is also related to data entry standards. Data quality means that the information in each field of a database is accurate, that it is up-to-date, and that only one record exists for a contact. For a mailing address, data quality means that the address actually exists and that the person or business associated with the address is actually located there. The USPS tools of delivery point validation and move update both address the issue of data quality.
Duplicate detection logic built into mail list management software helps identify record redundancy, while data entry standards help prevent duplicates from being introduced in the first place.
Managing a Customer Provided Mail List
For mailers, it is much easier to manage a database under our control rather than one provided or maintained by the customer. Teaching a customer the value of database management as well as explaining the standards is similar to the task we faced when customers began to create and alter document files. Borrow the techniques you used then to develop a way to talk to customers, establish file standards, and maintain the quality and integrity of each mailing database.
Nancy DeDiemar is the president of Printing Resources of Southern California, a quick print shop in Upland, CA, offering printing, copying, electronic prepress, and mailing services. Nancy is the co-publisher of Printips (www.printips.com), a newsletter subscription service for printers. Contact her at Nancy@printingresources.com.