November/December 2011 issue


November/December 2011


The LoDown 


News and Information  

from the team at Lorton Data

Did You Know?


When sending a direct marketing campaign you need to remember the basics


1.  Address your customers directly, and have a message that fits your intended audience.


Not sure WHO your customers are?


Consider profiling your customer database with basic demographic characteristics, such as: age, income, presence of children, length of residence, dwelling type, or other relevant characteristics.   Profiling gives valuable insight to what your customers "look like" and are also good predictors of future customers.To enhance your prospecting, order a list based on the profile information you have ascertained.


2.    Drive a specific "call to action."


Have the recipient click on a link to a landing page, call a specific number, or bring a coupon in to your store.

Remember to lead them back to you, and not to leave them hanging.


3.    Require a response from the call to action that is trackable and measurable.


It is good practice to try different versions of your campaign to get a better idea of what works and what doesn't.  Something as simple as changing color, image or message placement can have an impact. 

Special Interest

Take more steps to ensure privacy and security of your data


While the world becomes more technologically advanced each day, it also seems to grow less and less secure. Many people believe that data security is something that only large business entities need to be concerned about. However, the internet is an open channel that can be accessed by anyone. Now that people are conducting more business and private personal matters through the web, the time is ripe to take more steps to ensure privacy and security.


One solution to this situation is using file encryption. Common programs such as PKZIP, WinZIP, PGP, and Gzip are available to encrypt data.


The purpose of encryption is to prevent third parties from accessing the original information. These programs basically use complex algorithms to encode computer data in such a way that it cannot be deciphered without access to a key.


The application of file encryption goes beyond just the field of information technology. It is also used by many other industries. For instance, DVD movies are encrypted so that consumers cannot easily convert digital video into other formats. Encryption is also used to scramble videos of pay-per-view channels. Only those who pay are given the codes to unscramble the reception.


Perhaps the most important application for file encryption programs is for privacy protection of people and organizations. At Lorton Data, we always use password encryption on outgoing data, unless specifically directed in writing by our client. We also use our secure file transfer method for sending data, which further increases the security of the data.


This is just one of the many ways Lorton Data works to ensure your data is safe and secure.

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Processing Tips

Understanding the difference between an "error" and a "warning" message when processing with Lorton Data 


An error message prevents you from processing your job.  Careful review of the language in the message may help determine what to do next.  If after reading the message you don't know what to do, keep the window open while you call technical support for assistance.  Many error messages contain similar language.  A technical support representative can help you identify the problem and provide a solution more quickly if you provide the exact language found in the error message. 


A warning message gives you relevant information that could prevent current or future processing problems.  Typically a warning message allows you to click OK to proceed, but if you ignore the message, you will spend more time after processing your file trying to understand why something went wrong or why the results were not as you assumed they would be.  A warning message also may advise you what to expect.  Perhaps your job needs to be handled manually and may take longer than usual.  In some cases, you may be alerted to expect a follow up message. Knowing to watch for an email containing more information allows you to respond promptly and speeds up your job's turnaround time.

Products and Services

Lorton Data provides attorney and law firm contact information that is more than 110 years old! How's that for fresh data? Actually the data is very current; it's just that some of the firms and organizations are still in operation, at the same address, since 1868 when the Martindale-Hubbell® legal directory was first published.


Available to Lorton Data customers, the Martindale-Hubbell directory includes lawyer and law firm profiles as well as areas of practice, state laws, court calendars and a number of additional selection criteria, including International firms and locations.  


When lawyer and businessman James B. Martindale first published it "to furnish to lawyers, bankers, real estate agents, and others the address of one reliable law firm, bank or real estate office in every city in the United States," the Martindale-Hubbell Law Directory now includes more than 1 million legal professionals around the globe.  


The Martindale-Hubbell Law Directory delivers direct access to continuously updated postal, telephone and email contact information for corporate counsel attorneys, sole practitioners, attorneys with law firms of all sizes, and legal support personnel.  


Contact Ronda Hines at 651.203.8225 to learn more about accessing the Martindale-Hubbell legal directory today.