What is database marketing? Database marketing is step one in direct marketing initiatives. Direct marketing uses databases of customers to generate targeted lists for direct communications.

Such databases include:

• names
• addresses
• phone numbers

• e-mails
• websites
• company names

• Industry
• Revenue

Databases, once built, allow businesses to identify and contact customers with a relevant marketing communication.

Database Research

Database marketing begins with… data. The more useful data available, the more effective the campaign. Such data comes from a number of sources. Many businesses collect data as part of a typical business transaction.

Once lists are collected, verification is required to ensure the lists are up-to-date date. This is a process that has to be done regularly to ensure the lists are always accurate.