Keeping Your Mailing List Clean and Efficient保持您的邮寄清单廉洁和高效率

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Article source: http://www.jospos.com/ . 文章来源： http://www.jospos.com/ 。 Used with author's permission. 用作者的许可。 Your mailing list retains its value best if it is kept clean and efficient.您的邮寄清单保留其价值最好的，如果它是保持清洁和高效的。 This report will first talk about why you should maintain your list in this manner.这份报告将首次谈论为什么要保持您的清单以这种方式。 Then, the procedures you can follow to update both the mailing and database information associated with the names on you list will be discussed.然后，程序您可以按照更新的邮件和数据库的信息与你的名字名单将讨论。

THE IMPORTANCE OF MAINTAINING A CLEAN AND EFFICIENT LIST必须保持廉洁和高效率的名单
What makes a list clean and efficient?是什么使名单廉洁和高效率？ Lists are clean and efficient when they are: * accurate.名单廉洁和有效率时，他们是： *准确。 * current (up-to-date). *电流（最新） 。 * as free of duplicate names as possible. *免费的重复的名字越好。 * maintained with complete data. *保持完整的数据。 Keeping lists clean and efficient requires a constant effort.保鲜名单廉洁和高效率的要求不断努力。 The average mailing list begins to go out of date as soon as it is compiled.平均邮寄名单开始走出去的日期尽快编制。 Industry studies have shown that the average consumer list changes approximately 20 percent a year.产业研究表明，平均消费清单的变化大约百分之二十一年。 Business lists change a bit more slowly: about 18 percent a year.企业名单的变化有点慢：约百分之十八一年。 But individual names within a business can change much more frequently.但个人的名字在一个企业可以改变更加频繁。 The source of the list will often determine how frequently it is updated.来源的名单将确定如何往往是经常更新。

At best, lists compiled from Yellow or White Pages will only be as up-to-date as three to six months prior to the publication schedule of the directory.在最好的，从名单编制黄河或白页将只作为最新的3至6个月之前出版时间表的目录。 This is usually on an annual basis but may be once every two or even three years.这通常是在年度基础上，但可每两年一次或什至三年。 Mail order buyer lists could have a higher degree of accuracy because part of normal business is maintaining correct information about customers.邮购买方名单可能有较高的准确度，因为一部分正常的业务保持正确的有关客户的信息。

Don't assume that a list is clean just because you bought it from a fellow business owner.不要以为名单是干净的，因为你买它从一位业主。 Most of the best kept lists are made up of mail order buyers, those buyer lists which are poorly maintained represent some of the worst lists.大多数保存最好的名单是由邮购买家，这些买家名单是年久失修的一些最恶劣的名单。 Always try to see and test a portion of the list before you mail it in total.总是看到和测试部分的清单，然后邮寄的总额。

Because mailing lists change so quickly, it is important to commit the necessary resources to keep your own lists current and correct.由于邮寄名单变化如此之快，重要的是要实施必要的资源，以确保自己列出当前和正确的。 Lists that aren't properly maintained can be harmful and costly to your business or organization in several ways.名单没有妥善保养可能是有害的和代价高昂的对您的企业或组织在几个方面。 For example:例如：

1. 1 。 You're wasting postage and printing dollars if the mailings are incorrectly addressed or if there are duplicate names on your file or if they have moved.你浪费邮费和印刷美元，如果是邮寄或处理不当，如果有重复的姓名您的文件或如果他们感动。 2. 2 。 The database information is not kept current, you may not be mailing as efficiently as you could be.该数据库的资料没有跟上当前，您可能无法有效地邮寄你可以。 3. 3 。 You may be losing out on potential business if you cannot reliably get the mailing pieces to target audiences due to out-of-date or otherwise incorrect addresses.您可能会失去潜在的商业如果你不能得到可靠的邮寄件以目标受众由于过时的或其他方面不正确的地址。 4. 4 。 You are damaging your image with your customers.您正在损害您的图片与您的客户。 Misspellings and out-of-date information reflect poorly on the organization - if the mailing reaches its destination.拼写错误和过时的信息反映不好的组织-如果邮寄到达目的地。 5. 5 。 Duplicate names can lead you to understate the response rate.重复的名字可能会导致你低估了答复率。 The response you actually get may be much better than the numbers show.你的反应实际上可能会得到明显优于数字显示。 This can have an effect on future mailing plans since you believe that the response you are getting is much lower than it actually is.这可能会影响今后的计划，因为邮寄您认为您的反应越来越远低于实际的。

The key to keeping a list clean and efficient is to establish procedures for making daily changes to your list.关键清单维持廉洁和高效率是建立决策程序每日更改您的清单。 Develop a carefully planned, closely followed, regular updating program.制定周密计划，密切跟踪，定期更新计划。 In the next sections, we will discuss ideas for setting up a daily updating system, then give steps that should be included in any regular monitoring program.在接下来的章节，我们将讨论的想法建立一个每日更新系统，然后给予步骤，应包括在任何定期监测计划。

KEEPING YOUR HOUSE LIST ACCURATE AND UP-TO-DATE ON A CONTINUING BASIS保持你的房子清单准确和最新的在连续的基础上
Establishing an ongoing updating system is the most effective way to stay on top of changes to the customer mailing list.建立一个不断更新系统是最有效的方式留在顶端的变化给客户邮寄清单。 Customers are your easiest, most reliable source for keeping a customer list continuously current.客户是您的最简单，最可靠的来源，维持客户名单不断电流。 Enlist their cooperation by including a request for updated information with each mailing sent.争取他们的合作，其中包括要求更新的信息与每个邮寄发送。 Here are some possible ways to make the request:以下是一些可能的方式提出申请：

1. 1 。 If you use an order form with a label affixed, request that customers change any incorrect information.如果你使用的命令的形式贴标签，要求客户更改任何不正确的信息。 2. 2 。 If you provide a return envelope which includes space for the recipient to write in a return address, below these lines provide a "key" that indicates that address information should be updated.如果您提供了返回信封，其中包括空间的收件人写寄信人地址，下面这些方针提供了“钥匙” ，指出解决信息应更新。 The key could look like this: [ ] Check here if this is a new address.关键可能看起来就像这样： [ ]这里检查，如果这是一个新的地址。 Record and maintain each transaction with a customer so that you can keep the important recency, frequency, and monetary value data current for each customer.记录和保持每个交易的客户，这样您可以保留重要的近因，频率和货币价值的数据目前为每个客户。

There are other database fields that may change frequently or with each transaction.还有其他的数据库领域，可能经常变更或每笔交易。 These fields should be incorporated into any system you developed for continuous updating of the mailing list/database.这些领域应该纳入你的任何系统的开发不断更新的邮寄名单/数据库。 If the audience is made up of individuals of businesses, here are some fields you will want to monitor and update on a regular basis:如果观众是由个人的企业，这里有一些领域你将要以监测和定期更新：
*Credit Status Code: This code is based on the customer's payment history. *信用状态代码：此代码是基于客户的付款历史。 Each time a customer orders, information about how long he takes to pay, and how he pays is generated.每当有客户订单，信息多久，他需要支付的金额，以及他如何产生的支付。 This data should be used to update his account.这个数据应当用于更新其帐户。 Credit status codes should also be evaluated and updated on a monthly basis.信用状态码也应评价，并每月更新。 * Items Ordered: Keeping this information current will help uncover opportunities where you may be able to sell related products or supplies to that customer. *项目有序：保持当前这一信息将有助于揭示机会，让您可以销售相关的产品或供应客户。 This information can be updated on a monthly basis.这些信息可以每月更新。 *Date of Last Order: This information is used for recency and monetary value calculations. *日期的最后命令：此信息是用于近因和货币价值计算。 It can be updated on a monthly or quarterly basis.它可更新每月或每季的基础。 *Name and Address: This information should be verified and updated at the time a customer orders. *姓名和地址：这方面的资料应当核实和更新的时候一个客户订单。 *Title or Name of Contact: This information should be verified and updated at the time of order. *标题或名称联系人：这方面的资料应当核实和更新时的秩序。 *Date of Last Contact: This field should be updated at the time of contact - either the last date this name was mailed or the last date a sales call was made. *日期的最后联系人：这个字段应该更新的时候接触-无论最后日期这个名字是邮寄或最后日期销售电话了。 If you are maintaining this information on a microcomputer, much of this information could be automatically updated.如果您是保持这一信息的微机，但这一信息可以自动更新。

PERIODIC REVIEWS OF YOUR HOUSE LIST定期审查你的房子清单
In addition to making ongoing changes as necessary to individual records on your list, you should periodically review the entire list or portions of it and make all changes necessary to update and correct your list.此外，以使目前正在进行必要的修改个人记录的清单中，您应该定期审查整个清单或部分，并尽一切必要的更改，更新和纠正您的清单。 Below is a variety of methods to consider including in your regular "list-cleaning" program: 1.下面是各种方法，包括考虑在您的定期“名单清洗”计划： 1 。 Again, your customers are your best source for verifying changes to your list or database.同样，您的客户是您最佳的来源，核实变更您的清单或数据库。 For example: * You may want to send a mailing which has the sole purpose of updating and correcting the list.例如： *你可能要发送邮件了，唯一的目的是更新和纠正的清单。 The mailing could consist of a business reply card with an address label affixed to it.邮寄可包括信用卡业务答辩的地址标签贴于它。 Below the label, insert such check boxes as: [ ] Please update my account as noted on the label.下面的标签，插入等复选框为： [ ]请更新我的帐户上所指出的标签。 [ ] Addressee no longer here. [ ]收件人不再这里。 Please remove name from the list.请删除名字从名单上。 *You may also want to conduct a mail or phone survey (depending on the size of the list), to update the demographic information about the audience. *您可能还需要进行邮件或电话调查（视大小的清单） ，以更新的人口信息的受众。 2.The US Postal Service provides several programs that your organization can use to periodically clean the list.二，美国邮政服务提供了一些程序，您的组织可以使用定期清理名单。 Contact your local postmaster for full details.联系您当地的邮政局长的全部细节。

ELIMINATING DUPLICATES消除重复
In addition to keeping the mailing list correct and up-to-date, make sure that it is as free of duplicate names as possible.除了保持正确的邮寄名单和最新的，请确保它是免费的重复的名字越好。 This involved two steps: 1.这包括两个步骤： 1 。 Removing duplicate names from your customer list.删除重复的名字从你的客户名单。 2. 2 。 Eliminating duplicate names between and among the customer, prospect, or suspect lists you use.消除重复的名字之间的客户，前景，或怀疑您使用的名单。 The techniques used to remove duplicate names from your house list depend largely on the size of the list and how it is maintained: *If the list is small enough, you can catch many duplicates by sorting the list in zip code or alphabetical order and "eyeballing" it *If the list is stored on a microcomputer, you can sort it by one variable and then use the eyeball approach to spot the duplicates.该技术用于删除重复的名字从名单你的房子在很大程度上取决于规模的名单以及它是如何保持： *如果名单是足够小，就可以赶上许多重复的排序的清单区号或按字母顺序排列，并“ eyeballing “它*如果清单是储存在微机中，您可以排序由一个变量，然后使用眼球的办法现货重复。 Possible variables for ordering the list include last name, company name, address or telephone number.可能的变数，供订购名单上包括姓名，公司名称，地址或电话号码。 *For large lists of more than 10,000 names, you may want to consider hiring a computer service bureau to "de-dupe" (eliminate duplicate from) the list using one of their specifically designed software programs. *对于大名单，超过10000名，您可能需要考虑聘请一名计算机服务局以“去欺骗” （消除重复的）使用的名单之一，其专门设计的软件程序。 If you are renting lists, and your own list is automated, ask that the service bureau perform an "own customer" elimination as part of their service.如果您是租用名单，和自己的清单是自动的，要求服务局执行的“自己的客户”的一部分消除他们的服务。 Names of service bureaus in your area can be obtained from the Direct Marketing Association.名称服务机构在您的地区可从直复营销协会。 In addition to removing duplicate names within your house list, match this list against any outside lists you use.除了删除重复的姓名你的房子内的名单，这个名单比赛对任何外来您使用的名单。 The popular term for this is "merge/purge" which means matching two or more mailing lists (usually by electronic means) to remove duplication and make sure that each name receives only one mailing.流行的术语，这是“合并/清洗”这意味着符合两个或两个以上的邮寄名单（通常是通过电子手段） ，以消除重复，并确保每个名称只有一个接收邮件。

Basically, merge/purge is accomplished through use of a match code.基本上，合并/清洗是通过使用一种匹配的代码。 Match codes can take the form of many different combinations.比赛守则的形式可以是许多种不同的组合。 Some match codes eliminate all the vowels in the name and address, while others pick up certain characters from certain fields.一些匹配编码消除所有的元音的名称和地址，而其他拿起某些字符从某些领域。 The match code is made up of the same characters for each name on the lists, and fully and uniquely identifies that name.这场比赛的代码是由相同的字符为每个名字的名单，并完全和唯一识别的名称。 When lists are matched against each other, duplicate match codes indicate that the same name exists on more than one list.当名单比对彼此重复的比赛守则表明，相同的名称存在于一个以上的清单。

When you hire a firm to run a merge/purge, try to find out how they identify duplicates, and if you can, set up a test with more than one service bureau to find out whose program best fits your needs.当你雇用一家公司合并运行/清洗，试图找出他们如何识别重复的，如果你可以建立一个测试拥有一个以上服务局找出其计划最适合您的需要。

Another concept to consider when trying to identify duplicates is "overkill" vs. "underkill."另一个概念时要考虑试图找出重复的是“过度”与“ underkill 。 ” If the match code includes too many characters, possible duplicates will not be caught.如果匹配的代码包含字符过多，可能重复不会被逮捕。 This is called underkill.这就是所谓的underkill 。 On the other hand, if the match code is too loose, names which are not duplicates will be recognized as duplicates (overkill).另一方面，如果比赛代码是过于宽松，名称不属于重复的将被确认为重复的（过度） 。

Finding duplicates is really an art.查找重复确实是一门艺术。 How do you catch a match of an individual where one list says he lives at 505 7th St., and another has him living at 505 Seventh St.?你怎么赶上一场比赛个人在一个清单说，他住在505七街，另外他也住在505第七街？ Even worse, is Jean Smith, who lives at 510 Main St. the same person as the Jane Smith living at 501 Main St.?更糟的是，是让史密斯，谁住在主街510同一人的简史密斯居住在主要街501 ？ How you answer depends on whether you prefer overkill or underkill.您如何答案取决于你是否喜欢过度或underkill 。

It's a bigger problem when running a merge/purge for businesses.这是一个更大的问题时，运行合并/清洗的企业。 Not only do you have to worry about name and address fields, but now you may need to find matches with business names and individual titles.不仅你担心的姓名和地址等领域，但是现在您可能需要找到匹配的企业名称和个人冠军。 The key here is to determine up front how many names per firm you want to mail to.这里的关键是确定了前面有多少公司的名称为您想要电子邮件。

The key to successful merge/purge is close monitoring.成功的关键合并/清洗是密切监测。 Watch the process from beginning to end.观察的过程从开始到结束。 Have thorough written instructions, and make sure they are carried out.有透彻的书面指示，并确保它们得到执行。

Copyright 2004 by DeAnna Spencer版权所有2004年迪安娜斯宾塞

Note to editors:编者注：
To show my appreciation to the editors that use my articles, I offer a free solo ad.为了表明我感谢编辑，使用我的文章，我提供免费的独唱广告。 Simply send an email to me by using the form on the contact me page on my website to tell me the url the article was used on or send me a copy of the ezine it was used in.只要发送一封电子邮件给我用的表格与我联系上我的网站告诉我的网址的文章被用来或寄给我一份联系我们，它是用于英寸

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