Database Marketers take heart! In this season of giving, here are two parcels of information heralding the benefit and value of V.I.P. Clubs and e-mail marketing.

First, in a December 1st, New York Times article about identifying trends, the managing directors of "Crystal" a worldwide consulting unit of Ogilvy & Mather were interviewed. The following exchange is particularly illuminating:

Q:  What is another trend you have been tracking?

A:  It’s called "V.I.P. culture," and it’s about creating the reality or illusion of exclusivity: gold-card and platinum-card credit cards, fast-tracking through the airport, limited-edition merchandise from mass brands like Nike and Banana Republic, V.I.P. rooms at clubs. If half the club is a V.I.P. room, in the back there’s a V.V.I.P. room.

It’s all about having a backstage pass, separating yourself from everyone else. The more everything becomes accessible, the more some people want to be separate, desire status and prestige.

That’s the first present to support your contention that you should be paying attention to those loyal listeners and customers. The second comes f rom a recent article in MediaDailyNews citing the desirability of opted-in e-mail and the distinction people can and do make between opted-in e-mail and SPAM.

In addition to giving people credit for distinguishing between SPAM and e-mails they want, writer Ross Fadner, found that "70 percent of those surveyed said they have requested to receive legitimate email marketing messages for a wide range of reasons, including discounts, special offers, reminders of events, and the chance to win something or to establish closer relations with a marketer."

Independent confirmation that people are signing up for the same things we’re promising them. Imagine that!