Database Tutorial

Database Design

When designed correctly and effectively, a direct mail database can be a powerful tool in any campaign. Direct mail databases should be designed to allow the information within it to be manipulated easily in a variety of ways.

There are generally two styles used when creating a direct mail database - block and table. A database designed using tables has advantages over one designed using blocks. The table-based design allows data to be sorted, altered, and retrieved much more easily and efficiently. This type of database can be developed using software applications such as Excel and Access.

Database Planning

Step One: Create a list of the data you need to capture and store.

The minimum data required for a direct mail list would be name, address, city, state, and zip. However, if your goal is to achieve a more targeted demographic, you may also need to collect information on county, income level of household, education, renter vs. homeowner, etc. Carefully consider the criteria you want to use to target your audience and sort data.

Step Two: Create your table.

A direct mail database requires that each record be assigned a unique identifier. This is generally the first field in the table. This may be as simple as assigning numerical identifiers to each record (1 through 100, for example).

Identifier
1
2
3
4
5
6
7
8
9
10

The next several fields in your table will make up a Contact Block. This is the primary information needed to reach a specific individual at a particular location. In our example, it is a representative of a particular company.

Identifier	Company Name	First Name	Middle Initial	Last Name	Title
1	The Printing Press	Daniel	M.	George	Senior Graphic Designer
2
3
4
5
6
7
8
9
10

The next several fields in the table will make up the Address Block. This is information on the physical location of the contact. Be sure to include enough fields to accommodate addresses that may involve an apartment or suite number.

Identifier	Company Name	First Name	Middle Initial	Last Name	Title	Address 1	Address 2	Address 3	City	State	Zip
1	The Printing Press	Daniel	M.	George	Senior Graphic Designer	Corporate Circle	9 Grant Street	Building 12	Albany	NY	10202
2
3
4
5
6
7
8
9
10

The fields that follow can be used to capture additional information on your contacts. This may be phone or fax numbers, e-mail addresses, or specific demographic information you may require.

Step Three: Your direct mail database is complete! You can begin entering your data.

The Mailworks can review your database to ensure that it meets your direct mail needs.