Excel is NOT a Database Marketing Program

Posted on | comment | CSG Direct Mail helps you get better results with our unique database marketing experience in personalized digital printing and direct mailing services

As a mathematical mind I would normally praise Microsoft’s signature product and how it has revolutionized so many industries. I myself use it on a daily basis and I have written several programs around it.  I feel right at home using it. But it’s not how I use it that has me concerned.

Excel has ruined more mailings than anything else in our industry!!!

Besides the fact that Microsoft registers this program as the default for almost every available type of file you have, Excel also figures it knows your database better than you.

Excel is NOT a database program! However, it has found its way into the database world and destroys projects daily across our country, and probably the world.
Exell sort option

First of all Excel does not hold record integrity. You are able to sort single columns and immediately scramble your database. It is common for a customer to sort the [Last name] field prior to giving us the data. They do this to see if they are in the database.  But then I end up getting a piece of mail saying Michael Smith instead of Michael Hemphill.

Secondly, it interprets your zip-codes as math. 95841-2205 = 93636 right?  wrong!
Excel is meant for Math, it is after all a spreadsheet program.

Don’t get burned by Excel by managing mailing lists with it. Consider yourself warned.

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