Establishing an Effective Database

A clean and healthy database is key to successful email marketing. People often get confused about why they should have a database for their email marketing. It’s not about having 100,000 names or emails.  The main purpose of a database is to have enough information about the audience in order to market to them appropriately. For example, a healthy database for a B2B business should consist of the following:

  • First and last name
  • Title
  • Discipline or job function
  • Industry
  • Number of employees
  • Annual revenue

In order to give Clients what they want, the above information is needed. Otherwise, your Clients’ inbox fills up with unwanted emails (SPAM). This will most likely result in Clients opting out of the database.

Audience information is used to build different segments in the database that allows you to market the right product to the right clients. It doesn’t only give the Client what they want, it also ensures them that you are credible, giving them the feeling that you respect and know who they are. This combination encourages Clients to buy your products or services.

Have you experienced ineffective database management before? What were your challenges in collecting the appropriate information?