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Cover Your Bases

If you thought database marketing was just wasting your time with fliers and mailing lists, take another look--at the Net.

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This story appears in the February 2000 issue of Entrepreneur. Subscribe »

Mention database marketing, and many entrepreneurs will shoot you a "been there, done that" look. In fact, even the newest business owners have likely taken a stab at sending a mailing or two. However, advances in computer software, increased understanding of relationship marketing and a marketplace demanding more personalized attention than ever have combined to create an environment where new and improved database marketing deserves a second look.

In a nutshell, database marketing is simply using the information in a database to more effectively reach out to your customers. Although the term is sometimes used interchangeably with "direct mail," database marketing is actually much more far-reaching.

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