Database Basics

What is a database?

Email marketing systems use databases to storage, retrieve, and update data in the system. Everything the system does uses information (data) stored in the database, including email content, email design code, contact lists, scheduled sending, and performance statistics.

The databases in email marketing systems are called “relational databases,” because they recognize relations among stored items of information. For example which contacts belong to a list, or which statistics relate to a specific email.

Think Excel. Excel files are actually small databases. Databases consist of software-based “containers” or “fields” that are structured to collect, manage, and store information. Databases allow users to easily add, edit, or delete the information it stores. The structure of a database is tabular, consisting of columns (types of information with a given name); and rows (instances of information – commonly referred to as ‘records’).

What are fields?

Fields are containers that hold data in a database. There are different types of fields to store different types of data.

What are field ‘values’?

The data in a field is called the ‘value’ for that field.

What are custom fields?

Most email marketing systems offer the ability to add ‘fields’ to your database. These fields are called “Custom Fields” because you use them to customize your database.