Print Buying Direct

Dazzling Databases for Printed Newsletters

When your customer list grows too large to keep track of on your fingers and toes, it’s time to set up a database. Your software must allow you to add new fields (segments of information), combine lists and print directly onto labels. It must also be powerful enough to handle future growth.

When adding to your list, be sure to collect basic information, such as contact name, company name, address, city, county and postal code and to set each in a separate field. For example, if you set up city, county and postal code all in one field, you wouldn’t be able to sort by postal code. If you plan to create personalised letters, set up the contact name with first name and last name, set fields, along with a field for gender. This will allow you to address a letter to “Dear Ms. Smith”.

Keep in mind that some larger organisations require mail stops or the piece will be considered undeliverable and thrown away. Also, keep track of personnel changes, such as new titles and names. Using the correct name and title will please your prospects. It is cheaper to verify an address by phone or e-mail than to mail to an incorrect address for an entire year.

Even though this is a “mailing” list, you should also collect alternative ways to reach your customers, including phone and fax numbers and e-mail addresses. This way, you’re set up when you want to send out a special edition or broadcast.

Develop codes for your customers. Perhaps you have a mix of dealers, distributors and end users (people who buy from you directly and use the product themselves). Or maybe your customers are from three or four general areas: government, educational institutions and FTSE 100 companies, for example. Coding customers allows you to select and mail to targeted groups. 

If you sell a product, set up a field that tracks purchases. This will allow you to know who your “frequent buyers” are. Mail to these people often,

After you’ve collected basic information, record how the customer found out about your business. As you have contact with the customer, record other facts that come up in the conversation.

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For more information on printing and graphic design please see some of our recent blog articles;

• Newsletter mailing lists – Mailing list magic
• Printing – The Green issue
• Order your Christmas Cards Online in October and Save £££s
• Newsletter Printing – Using survey results for improved promotions
• The best way to survey how effective your newsletter is…part 2
• The best way to survey how effective your newsletter is…
• Every question has a goal (Newsletter printing)
• How to Conduct Your Survey about your Newsletter
• Newsletter Print and Design – Why the Pros Survey Fewer People
• Newsletters – Pinpointing Reader’s Interests – part 2
• Newsletters – Pinpointing Reader’s Interests – part 1
• Printing – Paper and board – Certified and recycled
• Printing – Paper and board – Pricing and availability
• Printing – Paper and Board
• Print Finishing
• Digital Presses
• Digital Printing
• Offset Printing
• Print Production Management
• How to create a marketing plan incorporating promotional newsletters
• All you need to know about Digital Printing
• The Future of Printing
• Print Finishing
• Variable Data Printing
• ISO 12647 and Colour Management in Printing
• Pre-press – In Flight, Pre-Flight and Post-Flight
• Print, Paper and Recycling
• Design of the times – (Article reproduced from Printing World February 2009)
• Pre-press – 20 years of change
• Transactional and Direct Mail
• 7 Guidelines For Good Newsletter Printing
• Graphic Design
• Printing – Where in the world are we?
• Improving Your Response Rates to Leaflets, Flyers and Brochures
• HINTS & TIPS…The sales letter
• The History of Printing
• 10 Tips for Creatives in a Digital World
• Eight Easy Ways to Improve Digital Print Sales to Creative and Design Agencies
• Transactional and Variable data printing
• PUR or EVA? That is the question
• What you need to know about…… Perfect Binding
• What’s the point of Recycling Paper and Board?

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

Also see our other websites

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Tags: Newsletter printing, printed newsletters

This entry was posted on Monday, October 19th, 2009 at 8:49 am and is filed under Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.