Las Vegas Color Graphics

Direct mail data management is, in the simplest terms, the record keeping in direct mail marketing campaigns.  Whether you’re using a targeted, vertical market client database, or a gigantic, 15 million record holding database with multiple sources, keeping track of every record is vitally important to the profitability of all direct mail campaigns.

For one thing, efficient record keeping is vital in respect to targeting your prospective clients’ list.  Some people may have filled out a promotional form, and later expressed a disinterest in future mailings.  Others may have simply moved and not left a forwarding address.

Removing their information from your records is important not just out of respect for their wishes.  As your business would be unable to convert these prospective clients anyway, you can keep your production costs down in future direct mailing campaigns by not sending mail to them.

If you’ve got a fairly small list, data management can be as simple as using a Microsoft Excel spreadsheet or Google document where data entries can be added or removed by hand.  This is ideal for small businesses with relatively small budgets and mailing lists.

As the scale of your needs increases, data management can include additional features such as relational formats, merge/purge functions for multiple entries, and target marketing features for specific campaign types.

No matter what size your business, database security is extremely important.  Leaked records can give the competition the upper hand, something no business owner wants.

In-House Data Management vs. Outsourcing Data Management

Many businesses struggle with the question of in-house vs. outsourcing their direct mail data management.  On one hand, having in-house data management seems ideal.  The documents (supposedly) never leave the office and the people keeping the records are directly on the payroll.

The problem, all too often, is that the expense of having an in-house data management team can be more expensive than it needs to be.  Additionally, data management team members can be bribed by competitors to release information.

On the other side, outsourcing can be a great benefit for a company.  Outsourced direct mail data management teams are specialized in that field, whereas the expense of an in-house team often means that they have to provide data management in other aspects of the business.  The result is all too often an inefficient data management style.

Financially, outsourced direct mail data management is also less expensive than its in-house counterpart.  In the question of security, outsourced companies are much more fastidious about the security they provide.  Simply put, their income depends on their reputation, and their reputation depends on how safe their clients’data is.

Bought Software vs. Proprietary Data Management Software

For some small individual proprietor businesses, bought software such as Microsoft Excel is sufficient.  When the mailing client list is small and easily manageable, it doesn’t take a lot of added features to manage it. But that’s only if you have a relatively small mailing list, with little-to-know variable data.

Custom-made programs can provide a lot of features that could not be found in generic, bought software.  They can be specially crafted to an individual company’s needs; keeping the features that are needed and removing those that aren’t.

Additionally, as a business’ needs change, bought software cannot be modified very easily, whereas custom software can. Custom-made programs are generally more able to handle multi-variable direct mail campaigns, as well.

At Las Vegas Color Graphics, we are proud of our proprietary data management software that can change and track numerous variables. We’re also proud to have clients like MGM Mirage, Nevada Energy, Wynn Resorts, and Harrah’s as customers.