Database Emailer
Based in Little Falls, New Jersey, Database Emailer is the largest opt-in email database in the United States. Opt-in means that people have expressly agreed to receive product offers and specials by email. The company sells email lists that can be targeted by multiple criteria or “selects,” such as geographic location and demographics (e.g. income, gender, dwelling status). Its customers then market to these lists.
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For Database Emailer, its database is its business. The ability to perform fast queries and generate lists for each customer request is essential. Database Emailer ran into serious challenges when its MySQL database grew too large. MySQL is a popular and functional open source database, but the scale of the company’s data was more than the platform could effectively handle for these types of customer queries.
Challenge
Database Emailer needed a database platform that could enable customers to search the database and query the data in multiple ways. Before Infobright, Database Emailer's IT department had to spend about 100 hours per week performing manual queries. The IT staff would run the query directly on their server and determine the number of records that met the customer's criteria. After reporting back to the customer, the number of records was often too small or too large for the customer’s needs, so they had to change the parameters and run another query. This became a time-consuming, expensive process, which slowed down the sales process and cost the company up to $1,000 per day in IT staff time.
“We couldn’t run queries effectively. If someone came to us and wanted to run four or five or six different selects – for instance, women between 30 and 50 years old who make an income of X amount of dollars who live in New York City and own a home – there was no way that could be run on the website.”
- Al Inga, President
Solution
In response to Database Emailer’s request for help, MySQL recommended Infobright's self-managing, scalable database that is optimized for analytics and integrated with MySQL. With the new, robust Infobright database, Database Emailer could offer online queries of the entire database, including the United States and Canada. The company has seen their business triple since implementing Infobright and providing immediate response to customers.
“Business has increased since March probably 200 or 300 percent. Interestingly enough, the money that was going towards the IT people is now heading towards customer service. We actually have more customers now than ever, and more sales calls coming in. So sales and customer service are increasing, but IT costs have substantially decreased.”
- Al Inga, President
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