Hello,

We are adding gender to the Branch Database for 1:1 VDP. How would you like me to enter the data? What would you like the field name to be? Gender? Male/Female? And should I enter M or Male and F or Female?

The mailing data fields have a zip code + 4 field, is it possible to re-populate that field with new verified address correction from your NCOA database. This would correct any addresses that have changed, people have moved since data was collected, etc. Is that possible? We have also noticed that some records in the direct mail printing database we are using for branch data have incomplete zip + 4 addresses. So, we really want to build new zip codes and verify all addresses, corrected to NCOA for this mailing. This 1 to 1 marketing piece is too important to our marketing to have pieces not reach the consumer.

Thanks, Amanda
_________________
*this anonymous user account is used to post prepress forums user and customer inquiries for others to see and respond to.

Yes, gender in a data record is very important for 1 to 1 marketing. It's a common thing that helps better target the message, gender is important. Many times, a VDP message gets different images, copy, even entire designs that appeal to a man vs. a woman. We usually use a salutation field that does that with a dual role.  Allows us to identify gender for a record and at the same time to pull it in like Dear "Mr." Smith.  Using a salutation to distinguish gender is best, kills two birds with one stone. Hope that helps.
_________________
I'm Into: download quark, free quark, quark 6.5, quark 7, quark expeditions, print planet, quark file, quark files, quark to indesign, adobe quark, converting quark to indesign prepress forums

Yes, quark_xpress is correct with that. I'm glad we are finally getting data ready to move forward with your 1 to 1 mailer. This is a GIGO (garbage in garbage out) process. One of the reasons we are so successful in this Variable Data Printing is that we do not rush data entry and data processing and take great care in proceeding ONLY with good data. It's allot of work and there's usually allot to guide our customers through in starting one of these ad campaigns. Maybe half of the 1 to 1 marketing pieces we do are targeted and specialized to the gender of the consumer. So, this is a very common question. We always try to key off of a salutation field like "Mr" or "Mrs" to determine the [POST BY SPAMMER] of the recipient.

After that, the piece gets flowed with a gender friendly message copy, design layout template, and images which are expected to deliver a stronget response from each geneder. A generic one size fits all layout will not deliver as good a direct mail response rate as a piece that is specially tailored to a gender friendly and specific mailer. We key normally off of the salutation field, then build a piece appropriate to that gender to get a better response.

By the time the direct mail comes off our HP Indigo press, every single piece is very different. Sometimes we will flow the customer service reps picture, picture of their store, a little customer specific data as to the date of last purchase and items bought, etc. all get sprinkled onto there to make a well thought out 1 : 1 marketing piece.

With regard to that NCOA address correction request, pass that along with the data processing instructions. When you hand off the direct mail data to us, be sure it is ALWAYS accompanied by specific data processing instructions. This needs to always communicate all expectations at EVERY handoff of data. Never assume that these instructions are known. Data processing and handling is the most critical part of this entire 1 to 1 direct mail process. Your NCOA correction and repopulating zip code fields etc. is a very normal and standard request. No Problem to do.
_________________
JoePostscript -- support administrator

--
Wind Turbine Buyer's Guide


.