Jan-17-2008
Articles and Tips

Database Marketing is a popular way to gather and store specific information about your visitors, clients or prospects. This information is stored in database software programs like Access, SQL, Excel, and MySQL. This useful information is then used in advertising and marketing efforts, mainly to save time and money by targeting your promotional efforts to your best prospects or customers.

The type of information you collect for your database depends upon the products and services you offer. Generally speaking, the higher the selling price, the more information you will be able to gather and use. A solid foundation always begins with contact and purchase information and birth date. Once this is acquired, it’s time to turn the information into action. And here are some of the top database marketing techniques that you can use to do just that.

1. Appended Data - More in-depth data is required for business to business (B2B) communications like SIC code, number of employees and annual sales, for bidding projects. Or for one-on-one relationships with clients like for realtors and private consultants, people can append their data on their name and address files, seeking out income, age, home value, length of residence, number of children and over 30 other bits of info. The resulting info is then utilised in all forms of highly targeted marketing campaigns. Appended data can be done in-house or outsourced with larger companies, provided that they have the necessary databases.

2. Website Data - Some websites offer ways in gathering their own data through the use of cookies that gather information from their visitors and viewers. This marketing method is quite popular for giving internet marketers the means to acquire additional information about who visited their sites, which pages they viewed and which ones they found most interesting, as well as many other website statistics. These figures are then used for improving their products, services, packaging and pricing.

3. Email Communications & Tracking - Email surveys, customer reply forms and shipping documents that use tracking numbers and share them with the clients are excellent examples of database marketers in action. By using this kind of tracking, businesses are able to improve their customer-client relationships, thus resulting in increased sales and customer retention, and not to mention learning more about their clients in the process.

However, despite the relative ease by which Email marketing is done, it is still a very tedious and time consuming process. Most site owners prefer to do away with the niceties involved in Email marketing by getting the services of Email marketing companies like, Email Marketing Solutions, to handle their Email marketing needs for them. There are plenty of them out there are the moment and some are even well connected with other internet marketing companies.

In summary, by using Database Marketing and techniques tailored to fit your own products and services, you can gather and store targeted information about your visitors, clients or prospects. And you can save time and money by targeting your promotional efforts to your best prospects with this information.

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