Hurray! You’ve finally outsourced your document print and mail operation. No longer will mechanical breakdowns, late data files, dwindling postage funds, or mailroom staffing issues be daily concerns.
But that doesn’t mean you’re totally absolved of responsibility. The company now processing your work is depending on you to provide the data files on an agreed schedule. If the data that drives your customer communications changes, it can affect your print vendor’s ability to process your work accurately and on time.
Most often, errors and delays that impact the production and delivery of documents result from inadequate communication between the service provider and the clients. Print and mail service providers can accommodate unexpected events, but they cannot provide you with their best efforts if left in the dark about the data you send them. Here is a list of guidelines to keep in mind when sending your data to a print/mail service provider:
8 Things You Should Do
-
Submit data files in a common format such as CSV (comma-separated values) or Microsoft Excel. Tab-delimited files are also usually acceptable, as are other delimiters. The first record in a data file should contain column headers identifying the contents of each data field.
Review your CSV files in a text editor, such as Notepad, before sending. All data records should contain the same number of fields and each data record should start on a new line. Be wary of data fields that may include imbedded commas. Your print vendor’s software may consider data such as IBM, Inc. as two data fields instead of one, as intended. The solution is to enclose those fields in double quote marks (“IBM, Inc.”). -
If matching is part of your application, be sure each data file includes columns containing the data to compare. Match on unique values such as account numbers. Names or property addresses are generally poor choices as match keys because of abbreviations, spelling differences, and duplicates.
-
Inform your print vendor in advance if a previously used file format has changed and allow time for testing. Neglecting to communicate data changes can cause privacy issues, document errors, or make mail undeliverable, resulting in needless delays, costs, and embarrassment.
-
Make sure your document layout and envelope window has enough space to display the variable data. If you’ve designed your document to accommodate four address lines, for example, but some records in the data have five lines, the resulting documents may be difficult to read. This error could even cause the USPS to nullify postage discounts or reject your mail.
-
Test all web landing pages referenced in your documents via URL’s or QR (quick response) codes. Optimize these pages for mobile viewing and freeze development on these digital resources during the print campaign.
-
Include an indicator in the data to distinguish individuals from companies and organizations. This is particularly important for segmentation, and to insure proper case conversion and address standardization.
-
Export display fields rather than index fields. Database and CRM index fields can contain values such as “Container Store, The” when you really want to print “The Container Store”.
-
Provide your print and mail vendor with criteria for handling duplicates. Duplicate recognition often varies from job to job depending on the nature of the communication.
5 Things You Should NOT Do
-
Don’t use the same data field for different purposes unless the data is interchangeable. A field containing either a work or mobile phone, for example, can produce unsatisfactory results if using SMS messaging as an auxiliary delivery channel.
-
Don’t mix name formats in the same file. Files with some records as” last name first” and some with “last name last” may cause document formatting errors. Be sure you have formatted suffixes (Jr., Sr., etc.) and professional designations (Dr., Rev., etc.) consistently throughout the file.
-
Don’t allow comments to integrate with real data. Customer service agents have been known to enter unprofessional notations in secondary address lines or middle name fields as warnings to future CSR’s. You could unwittingly print slurs and insults on customer-facing documents.
-
a Don’t include personal or confidential information in data files unless the data is necessary for printing, segmenting, or control. Though print service providers take great care to safeguard customer data, the best protection against privacy breaches is to avoid sending unnecessary sensitive details.
-
Don’t use a single CSV file to transmit data with a “one to many” relationship, such as a list of transactions or accounts that can vary in number and must be printed on the same document. In most cases, you must separate this type of data into multiple files. Consult with your print vendor for the best solution.
When you’re not sure how to prepare your data files, call your print and mail service provider. They will be happy to advise you on approaches to keep your costs low and maximize your results.
The power of personalized communications lies in the data. Ensuring all parties understand the data and are informed about changes will allow your print and mail service provider to produce customer statements, marketing materials, and correspondence that accurately support your brand. Pay attention to the data you supply to your print vendors and communicate often about status and upcoming changes. These actions will keep your jobs running smoothly and on time.