The 7 Deadly Sins of Direct Mail – Sin #6

…and how our clients avoid them and save thousands

We continue along with Sin #6:

Direct Mail Sin #6

Don’t use MS Excel for databases

Excel sucks for databases. I don’t know how else to put it. Sure, everybody has it and it is one of the easiest ways to display your database visually, but it doesn’t hold record integrity and it plays with the numbers in your database. The worst horror stories ever in our business have Excel in them. We like MS Excel for spreadsheets and mathematics, not for databases.

There is no describing the feeling that comes over you when you find out (after the mailing) that your customer had sorted the [Last Name] field of an Excel spreadsheet before sending it to you.  It’s like a bomb goes off and everyone involved gets hit with the collateral damage.

These “bombs” are always from excel. Every single time over the decades I have been doing database marketing, Excel is the culprit. Yes there are ways to use it properly to avoid these mistakes. But, the fact that sortation is possible in this manner means excel is NOT a database program.

You’ve been warned.  This is a Direct Mail Sin.

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