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Skip to 0 minutes and 9 seconds So for our business, we’ve created a database for email marketing through email opt-in so that people can actually enter in their details and receive free gifts, such as LinkedIn checklists and other things that will help to grow their profile. And we also do face-to-face courses where we collect people’s email addresses as well. One of the important pieces of our marketing mix is actually our email newsletters that go out every fortnight. And that helps to remind people every two weeks of what it is that we’re good at. And it helps as well provide value to them for free and just keeps them up to date with the local tech news and digital news and what the business trends are.

Skip to 0 minutes and 55 seconds So the tips that I would have for database marketing for other entrepreneurs are be very, very clear who you want to target and provide as much value as you can to them.

Skip to 1 minute and 12 seconds When we’re creating a database, we try and collect them from our website and also offline when we have different events. We do pop-up stores, so we focus on collecting newsletter subscribers there. And competitions– so we’re finding that really effective at the moment, because there’s an incentive to sign up. And so that’s what we’re currently doing. And we’ve always got it running on our website.

Skip to 1 minute and 44 seconds I think it’s really important to build your database, but it’s all about quality, not quantity, so about having people on there that really, truly are interested in what you do and want to know the story and want to share it with their friends and the people they know. It’s all good and well to have a really big database, but if they’re not interested and not opening your newsletter, it’s not very useful. And I think that’s the same with social media. It’s not about having a huge following, necessarily. It’s about having people that really love what you do, want to share it, want to hear your story.

Skip to 2 minutes and 17 seconds So my tips for database marketing would be start your database really early on. And even though you might only have a few email subscribers, just keep building on that and concentrate on it, because you own your database. Like I said, social media networks and things change. They might not exist. So you might build a following there, but you don’t necessarily really own that, whereas your database, you have that to always connect with. And it’s a really good way to convert people to sales.

Database Marketing

In the already cluttered digital advertising landscape, how can you reach your actual and potential customers without breaking the bank?

Depending on the type of online business you operate, a combination of both database and email marketing is a great way to communicate your message to a receptive audience at low cost.

Database marketing

Have you ever tried to enter a website or download a document and been asked for your email address to be able to continue onto the page? This website is using your email information for their database.

Database marketing provides advertisers and business owners alike with new opportunities to connect with current consumers of a product or brand and maintain communication across an array of online channels.

Small businesses can use a number of sources to compile a database, including:

  • Purchase history
  • Social media (Facebook, LinkedIn etc)
  • Signups via website
  • Special offers/discounts in exchange for an email address
  • Offline events
  • Promoting an online contest
  • Requesting an email address upon purchase.

Compiling a database is an ongoing task as email addresses change and people can choose to ‘opt out’ of receiving information from your business. However with some focus and dedication to maintain your lists, as a small business owner you can really reap the benefits. Preparing a solid database will become the foundation for many of your digital strategies.


What factors do you think an online business owner would need to consider when using database marketing?

Share your thoughts to the Discussion area and be sure to read other learners posts to help identify factors that may affect you.

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This video is from the free online course:

Online Business: Digital Marketing for Success

RMIT University