10 Ways to Make Your Excel Database User-Friendly

I can't tell you how many times a small business, church or nonprofit wants to do a mailing and database is nearly useless. Most recently, I had a customer send me their "database" via email. It was a Word document with a list of names, a Word Perfect (lol) document, and an Excel spreadsheet with "John and Jane Doe" in the name column. We can build the lists for them, but it's time and money that is wasted on manual labor instead of creative ideas.

The database could be considered one of the most valuable assets of an organization. If it is maintained and cultivated, it could be priceless. But maybe your database is a mess or you're just getting serious about putting that data to good use. Maybe you want to do a direct mailing or look into variable data printing (VDP), or even step into the world of cross-media marketing. Here are a few tips from someone who has to make your data work digitally.

Ways to Make Your Data Useful

1. Create a basic template – Use the same format of entering or exporting data every time. Make everyone use the same template both inside your organization and outside. If you are receiving data, tell them exactly how you need it.
2. Easy access – Be sure to store the data where it is easy to get to. If you have more than one person entering data or updating any changes, this will encourage the work to be done immediately. That way your data is always current and ready to use. Otherwise, updates may be done irregularly.
3. Salutation – This is difficult because you sometimes need to know the contact personally. A decision must be made on how to address:
   1. Mr. & Mrs.
   2. Dr. – especially if they are to type to be offended if not addressed properly
   3. Mrs. Or Ms. – You are doomed if you send a Mrs. to an angry, divorced woman.
   4. Mr. – What if the husband is deceased? Some widows still want Mr. & Mrs. while some do not.
4. Use plenty of columns – Do it right the first time. Consider creating columns for all of the following: "John"; "Doe"; and "John Doe" and, a quite possibly, "John & Jane Doe".
5. Nicknames – How many times does a "Robert" go by "Bob"? As we strive to make communication more personal, this is a big deal. Get it right if you can.
6. Multiple addresses – Your database can be really user-friendly if you have multiple ways to get your message in the hands of the target: home address, business address, and P.O. Box.
7. Zip + 4 – Personally, I like to see the +4 zip in a separate column.
8. Email addresses – With the costs of postage rising every year, just do the math on this one. Get started on getting those emails organized.
9. Cell phone numbers – The potential in the mobile marketing arena is staggering. Just like email addresses, get these number into one location. You'll be glad you did.
10. Segmentation – There is no limit to how much data you can add. But imagine the possibilities of breaking down your customers and prospects by college affiliation or sports teams. Don't you think your message might get more attention? Isn't that the goal?

This may not be a real technical breakdown and I didn't get into any of the capabilities of ACT! by Sage, Outlook from Microsoft Office, or Salesforce.com. But these are things I see everyday and things any small business, church, or nonprofits need to do and can do right now.

 

Advantage Printing is a commercial print and marketing service provider serving small to mid-sized businesses, nonprofits and churches.

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David A. Moore david@advantageprint24.com