We have extracted some helpful comments and suggestions from past discussions on our forum and incorporated them into our guidelines page.

Even if you do not use a marketing database, these tips will help you make the most of your resources.

Standardized software: Everyone in the firm should use the same software, whatever it is. Data in almost any program can be converted without too much trouble if the data is in a consistent format. So, the firm can use WordPerfect Office, secondary mailmerge files, Q&A, dBase or whatever to store the data and ultimately the data can be converted to the database of choice. Just get everyone to use the same one and it will save a lot of money and headaches.

A consistent format: Once everyone in the firm is using the same program, they should also use the same data format. The idea again is standardization. For example, if each attorney has his or her own WordPerfect Office file of names and addresses, it would be a lot of work to bring them together if they are not set up consistently. If some people wish to track additional information which is not in the firm's basic structure (car phone number, spouse's name, etc.), the best idea is to add these fields to everyone's information, or some data may get lost in the merge process. Even if data is stored in one location for the whole firm, it must be consistently entered or it will be difficult to convert and data may be lost.

Upper and lower case: Although the post office scanners can read and sort names and addresses more easily if capitalized, this can be done automatically when printing. It is much more difficult to change upper case information to upper and lower than vice versa.

Proper names: Proper names (Mr. John Smith III) should be separated into parts (usually Prefix, First, Middle, Last and Suffix). The main reason for this is form alphabetizing. If the fields aren't broken down, another field must be created for the last name (usually called "Sort"), and those cases where you do not want to use them (Brown, Jean), or it is inappropriate to use both at once (Dr. Jean Brown, M.D). In addition, it is much easier to format the data and look up information if it is broken down in this manner. Most conversion methods can break down names into their pieces, but not perfectly - some cleanup will always be necessary.

Abbreviation: One of the most common problems in attempting to track and eliminate duplicates in data is the use of abbreviations. Even the best system may not recognize that U.S. Mfg. Corp. is the same as United States Manufacturing Corporation. Make enough space in the data input fields to allow for this and add an extra line for company name, street, and title/department.

Punctuation: As with upper case information, punctuation can always be added when printing, and is more difficult to remove than add. This is especially true of the comma between city and state. Let the program put that in for you.

To summarize: Formatting your data now - even a little at a time - will not only simplify your conversion to a new marketing database, but the firm will get the most out of the present system.