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How To Physically Store And Work With Your Mailing List
Whenever you add information to your list, follow procedures for
keeping it clean, analyze the contents, or use it to prepare a mailing, you will be
working with the names on the list. In other words, you will be accessing the list
frequently, so you must be able to do so quickly and efficiently. Your success here
depends largely on how information is physically stored.
FACTORS IN CHOOSING YOUR STORAGE MEDIUM
How you decide to store your list physically will depend on a number of
factors:
1. Number of names on the list.
2. How often you mail to the list.
3. How frequently you update the list.
4. Whether you mail to the entire list, or just
certain parts of the list.
5. The equipment you have available.
6. The expense you are willing to incur to store and
use your list.
7. Whether you store only mailing information on the
list or maintain database information as well.
In the rest of this report, we will describe the most common methods
available for physically storing the mailing list.
MANUAL STORAGE
Manual storage is considered most appropriate for start-up businesses
or small organizations that do not have a microcomputer and:
* have relatively stable lists that do not need to be
updated often.
* send out mailings infrequently.
* use straightforward mailing strategies: sending
each mailing to the entire list, for example.
* do not have a database and use only basic mailing
information.
Manual storage usually involves using one of two systems, a tickler
file (or index card system) or a copier label system.
1. Tickler file or index card system: With this
system, the information for each name on the list is entered on an individual card. When
an update is made, the card must usually be rewritten or retyped. In order to prepare a
mailing with this storage system, each of the pieces mailed must be addressed
individually, by hand or by typewriter.
2. Copier label system: Copier label systems are more
convenient for updating and mailing than ticker file or index card systems.
Most copier label systems work on the same
principles. A master grid comes with each box of labels. Place the grid behind a sheet of
paper so the lines show through. Type names on a plain sheet of paper into the spaces
created by the grid lines. (Most systems give you spaces for 33 names per sheet.) To
create labels, load the blank labels into the copier and copy the sheet of names onto
them.
A more flexible copier label system is one in
which the "grid" is a clear sheet protector with 33 pockets. First type names
and addresses on individual cards, and insert them in pockets. Then, this page of cards is
copied onto a sheet of blank labels. This copier label system allows you to add, delete
and update information card by card without retyping the entire list. The printed grid
sheet can also be easily maintained by using self adhesive labels to update and cover the
names on the master sheet.
With either of these systems, you can generally store only name and
address information. Any other database information must be stored separately.
MICROCOMPUTER STORAGE
With microcomputers and software becoming more affordable and offering
a wide variety of applications and functions, businesses and organizations of all sizes
have increasingly turned to them for their mailing list needs.
This report will review some of the elements involved in choosing to
automate the mailing list on a microcomputer rather than continue to use manual storage
system.
Microcomputer storage offers businesses and organizations several clear
advantages over manual storage systems.
Advantages of Microcomputer Storage
1. Flexibility: Many mailing list software packages now offer such
features as easy updating and sorting as well as the ability to categorize by code and
custom format the label output.
2. Versatility: Many packages combine the features needed for mailing
list management with the ability to store, update, retrieve and analyze database
information. Other programs also include general business functions.
3. Efficiency: Microcomputer storage reduces the need for repetitively
handling the same information. Once a name has been entered into the computer, the record
can be quickly and easily accessed and enhanced, saving time and effort.
4. Economy: Because you can easily pre-sort the labels by zip code, and
if you mail at lease 200 pieces, you can take advantage of postal discounts.
5. Space-saving: Automated mailing lists usually fit on one or two
diskettes or occupy a small section of a hard disk, eliminating the need for storing reams
of paper or boxes of cards.
Later in this report we will describe a number of types of
microcomputer software that include mailing list functions.
First we want to address the concerns of a small business or
organization that is deciding whether or not to store its mailing list on a microcomputer.
What are some of the factors that might influence that decision?
CHOOSING MICROCOMPUTER STORAGE
Your decision to use a microcomputer to store the mailing list is
easier if the business or organization already has a microcomputer. Putting your list on
the computer will be relatively inexpensive even if you must purchase software.
If the business or organization does not have a computer, the following
issues may influence your decision:
1. How many names are on the list? While there is no
hard and fast rule, a list of more than several hundred names is unwieldy to handle
manually.
2. Would your decisions about promotional mailings
(who to mail for specific offers) benefit from the ability to store and analyze database
information for the names on your mailing list?
3. Do you frequently want to target only a portion of
the list with a mailing? For example, do you want to contact only those customers
who have recently purchased a certain item? Or, do you want to mail only to customers in a
specific geographic area?
4. Are there other areas in your business or
organization that could be automated to distribute the cost of the microcomputer across
several functions? (In many cases, though, the mailing list function alone will pay for
the microcomputer.)
If you do decide to store the mailing list on a microcomputer, you will
want to use the software that is appropriate for your needs. The will require
consideration of future and current mailing list and database needs, as well as the need
to automate other areas of the business or organization.
MICROCOMPUTER SOFTWARE
Some software packages are designed primarily for mailing list
management. Other packages include mailing list management capabilities along with other
business applications. Below is a description of six basic categories of software packages
currently on the market that are either devoted only to mailing list management or that
include mailing list functions. (Within each category, there are specific packages that
may have more or fewer features than those described below.)
1. Mailing List Software
Mailing list software is designed specifically
for mailing list management. As a rule, this type of software:
* stores only basic mailing
information for each name.
* does not have database
capabilities
* prints a variety of formats
such as label, envelope, name, badge, post/index card and list.
* limits the data for each
name to about five or six fields, lines, or data.
* offers basic editing
functions such as adding, changing or deleting.
* has a list price of between
$39 and $100.
2. Word Processing Software
The primary function of word processing
software is the production of memos, letters and reports. Some packages also have mailing
list storage and generation capabilities as well as the function that allows you to
"merge" the names on your list with a document you want to mail.
Word processing packages cost between $70 and $495. (Generally, price
differences do not reflect variations in mailing list capabilities. Rather, higher-priced
packages may have additional features such as built-in spelling or dictionary functions or
might offer special applications such as footnoting.)
3. Database Software
Database software packages come with many
different features and a wide range in price. These packages are basically designed to
help you collect and manage data.
The lower-priced packages, ranging from $190 to $300, could more
appropriately be called "file management" software. They offer few fields for
storing data and few options for manipulating and sorting the data. These packages are
sufficient for simple mailing functions that use only names and addresses.
The higher-priced programs in this category, ranging in price from $399
to $699, are quite versatile. They can store, update, retrieve, tabulate and analyze data
beyond simple mailing information. You can usually specify the custom print formats when
generating labels.
These database programs can also summarize and analyze data
statistically. Because of this capability, they can also be useful in market research, for
questionnaire data entry, tabulation and analysis.
4. Integrated Applications Software
This is the most sophisticated of the software
packages you might use for mailing list management. Integrated applications software
includes a combination of several applications that work together. For example, one
package may provide word processing, spreadsheet, database and graphics functions.
The mailing list function is usually part of the database or word
processing feature in an integrated package.
Buying an integrated package can be slightly more expensive than
purchasing single-function software: the price range is from $150 to $795. However,
purchasing an integrated package assures that the data used in one application will be
easily and quickly transferable to the other functions in the package. If you use
separate, non-integrated packages, you may have to be concerned about issues of program
compatibility.
Integrated packages are a particularly good choice if you need a
computer to perform functions other than those associated with your mailing list, for
example, word processing, billing, budgeting and financial analysis. These packages allow
you to spread the cost of the package across a number of areas.
5. Vertical Software
Vertical software refers to software packages
that fit the needs of a specific type of business or organization. These packages are
"tailored" and usually integrate all the appropriate applications although some
of the less expensive packages may address only one function.
One example of vertical software is a software package for doctors'
offices. The package may include invoicing and income statement/balance sheet systems as
well as a database for maintaining patient mailing information, appointment history and
medical history. The manufacturers of vertical software have studied the industry and
included fields for all appropriate database information. In other words, they've
eliminated the need for you to do it.
Vertical software is now available for many occupations and
not-for-profit organizations.
6. Custom Software
Another alternative to buying software off the
shelf is to have a package custom designed for your needs. Although this can be very
expensive, it at lease guarantees that the program specifically meets your needs. Custom
software also an incorporate the advantages of vertical packages with more specific
database needs.
Your ability to use the mailing list efficiently and effectively is
affected by the way you physically store the list. After you consider the options and make
your choice, you are ready to use the mailing list to the fullest.
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