Relational Databases Enable Email Marketing Best Practices

Relational Databases Enable Email Marketing Best Practices...and Relationships!

Can you relate to a relational database?

Or did I just speak Greek? If you’re not sure what we’re talking about here, take a look at Marco’s newest blog posting for the Email Experience Council (EEC). In this latest email marketing blog post, Marco tackles relational databases: what they are, why they matter and what you need to know if you’re going to start using one.

A relational database helps you implement and adhere to email marketing best practices because it enables the one-to-one email marketing communications required today to be successful. It’s the relational database that will help you segment your audience so you can target your message…and improve your relationships with your subscribers and customers.

As Marco says in his post,

“Relational databases are necessary when you have one-to-many type relationships, which most email marketing is. The days of one message to many recipients are over. To be relevant when you’re communicating as one company or brand to many subscribers, you must get different types of data into one common view so you can segment and target those communications. That’s what a relational database can allow you to do.”

In short, this kind of database allows you to have multiple records per person…without having that person in multiple databases. You have one database but many different attributes you can apply to one subscriber.

Not everyone needs a relational database. For a smaller business or a company that doesn’t rely on email marketing, a flat database will do. But for anyone trying to do more with email—on a large scale or a small one—it’s something to consider.

And if you need help figuring it all out, call on ClickMail.

Read Marco’s latest EEC email marketing best practices post.

Published On: March 17th, 2011Categories: Email marketing best practicesTags:

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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