The database that forms the bedrock of all CRM initiatives must be permission based - one that is acquired legitimately and is highly targeted. In this email age, it takes less than a second to trash any communication, which does not appeal to the reader. General, non-permission based databases do not lend themselves to repeat marketing, because 'prospects' procured in this manner are more likely to block off communications from your company if not debarring you on account of "Spam". Moreover, it will portray your company in very bad light, thereby damaging your reputation for good.

In fact, the Internet boom that was fuelled by this "wealth" of database held by the dot comers soon petered out when investors realized that the database held by most of them was just not juicy enough. Those who showered gifts to 'prospects' to merely register on their websites soon realized that they were sitting on piles of worthless data.

In short, general, non-authentic, non-permission based databases that do not account specifics on customer interest will just not deliver. The value of permission-based marketing is still not fully appreciated today. It must be clearly understood that people will decide whether and from whom they wish to receive messages.