AD-Vantage Marketing

Setting-up a mailing list database requires a bit of foresight to insure it is fully workable. Not only is it labor intensive, but it requires maintenance and "enhancement" to increase its effectiveness. AD-Vantage Marketing can maintain your mailing list and enhance it to insure maximum deliverability. If you wish to maintain your own mailing list, here are some guidelines to help you avoid the common pitfalls.

	Each line of an address label can handle up to 32 characters. Anything longer is truncated by the printing scheme and dropped.
	Break the name line into Last Name and First Name. If you must use a title like Mr. or Mrs., create a separate field for it---same for Jr. or Sr. As a rule, omit commas and periods. Use the ampersand (&) to link two first names like John & Mary.
	The address line is critical to the efficient delivery of your mail. Here are some right and wrong ways to enter addresses:

	Wrong			Right
	123 A Main St or #A 123 Main St			123 Main St #A The suite number must follow the street address---use the # symbol before the suite number.

	123 Main St, PO Box 456			Use only one address---the one that receives the mail.

	One Main St or #1 Main St			1 Main St

	Do not bother spelling out "Street", "Boulevard", "Drive" etc. Address correction software will shorten them to "St", "Blvd", "Dr" etc.---without periods.
	For sorting purposes, always key the City into its own field. Use no comma after the City.
	Establish a two character State field and use standard abbreviations like CA, NV, PA etc.
	Set-up the five character Zip Code field as a text field, If you set it up as an integer field, any zero in the first digit of the Zip Code will be dropped leaving a four place Zip Code.
	If you'd like to try to manually maintain the "Plus 4" Zip Code extension, keep it in its own separate field. That way you can still sort and select on the on the main Zip Code. "Plus 4" extensions change frequently and must be updated quarterly to be accepted by the Post Office. They are most manageable when they are assigned and maintained by the software in AD-Vantage's computer system. "Plus 4" will expedite the processing of your mail through the Post Office and could qualify you for additional postage discounts.
	Foreign addresses have different formats. Enter them in their own separate database---never mix them with domestic addresses.