Database Marketing

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Database Marketing On-Demand     Register    

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This course will review the key strategies and principles of database marketing. You’ll receive detailed instruction on how to use database marketing techniques to identify, segment, and target an audience. You’ll also develop a database strategy to reach your intended audience and meet your short- and long-term marketing goals.


  • Marketing strategy: what it is and how it works
  • Designing a customer retention program
  • Customer lifetime value calculation and use

Approximately 90 minutes - self paced

Marketing Strategy

  • Where is the data?
  • Overcoming the pitfalls in database marketing
    • No one understands the customer because no one has all the information
    • Lack of a database marketing strategy
    • Using the database to provide discounts instead of loyalty
    • Insufficient budget for building loyalty
    • Lack of forceful leadership
    • Building a marketing database in-house

The Customer Retention Program

  • Why customer retention is important
  • Methods of retention
    • Recruit the right customers to start with
    • Communicate with and reward them
    • Sell them a second product

Lifetime Value

  • Calculating new present value and lifetime value
  • Lifetime value in your database
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

Arthur Middleton Hughes

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Non-member – $219
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Related Courses
Advanced Database Marketing