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Database marketing is a form of direct marketing using databases or 'lists' of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes.
The method of communication could be a posted letter, and e-mail or an automated phone call. The "database" is usually name and address details either from internal sales or delivery systems or a bought-in "list" from another organiztion, which has captured that information from its customers.
The resulting communication is described as junk mail or spam if it is unwanted by the addressee. Database marketing organizations, on the other hand, argue that a targeted letter or e-mail to a customer, who wants to be contacted about offerings that may interest the customer, benefits both the customer and the marketer.
Some countries and some organizations insist that individuals are able to prevent entry to or delete their name and address details from database marketing lists. Typical sources or database marketing lists are charity donation forms, application forms for any free product or contest, product warranty cards and credit card application forms.
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