Our Digital A-Z Checklist a couple weeks ago stirred up quite a bit of response. In case you missed it, you can still read it here.

In response to the A-Z on Digital for 2011, Ruth Presslaff, Michelle Novak, and Steve Zielonka from Presslaff Interactive wrote an “A-Z for Database Marketing.”

A: All about the listener. The focus of your content should be on database members, not your promotions. A is also for Analysis. Collecting data is the first step, but the analysis of the data is a critical and often ignored next step.

B: Is NOT for Blasts. Do not blast your audience with emails. Blasts are scattershot and cause damage. Rather...

C: Create "Campaigns." Your emails to listeners should be part of an overall campaign. Whether it's to set an appointment to listen or promote half-price deals, make your emails part of a campaign, not a blast.

D: Database marketing and Dollars. The two should be linked; you're missing out on lucrative opportunities if they're not.

E: Email, but remember, email is the tip of the iceberg. It's the underlying data that holds the real value.

F: Filter your emails based on database members' interests.

G: Growth. One white paper quotes a 30% annual churn to databases. Growing your station database is a never-ending job.

H: Harness the power of your database. Use it to educate your staff, use it to super-serve your listeners, use it to drive customers to your clients.

I: Invite listeners to share their thoughts and opinions.

J: Just do it! Start collecting some data, make promises you can keep and be sure to deliver.

K: Keep it simple. Don’t make your listeners jump through hoops to give you information or interact with you.

L: Learn what your listeners like and give it to them.

M: Money. More of it, many times more than what you may currently be making.

N: Newsletters. Develop specific email newsletters for those who have specific interests.

O: Open rates. Pay attention to what emails are being opened and not. Then ask yourself why.

P: Permission to send emails. Work to get it and work even harder to keep it.

Q: Quality. More important than quantity.

R: There are three of them: Relationships. Ratings. Revenue.

S: So many as well. Segmentation. Statistics.Surveys. Social Media Integration. Each an integral part of your database marketing.

T: Trust. It’s the most important currency you can build – with your listeners and your clients.

U: Unequivocal dedication to your listeners. Remember, they are showing dedication to you by opting-in, participating in surveys, opening emails, posting on Facebook, etc.

V: Value. It comes from sending valuable content for your readers to delight in and decide to virally share. (It is definitely not for “value added.” Your database is a money maker, not a bonus.)

W: Writing. An email is analogous to an on-air break. You want tight, entertaining breaks. Your emails should be equally so, wonderfully entertaining and wittily written.

X rated content. Cool, maybe, but it won't get delivered.

Y? Because you have to. If you're not building a database and relationship with your listeners, someone else is.

Z: Zip codes are a gold mine.