The document discusses how to build and maximize value from a consumer database through email marketing. It provides four rules for generating an effective email database: 1) Understand your target audience and aims, 2) Focus on trust, transparency, and truth (the 3Ts) and accountability, 3) Optimize and test messaging, creative content, and information flows, and 4) Maintain acquired databases as part of an overall communications strategy. The document also outlines using a combination of email marketing and social media to build a cost-effective database and continue marketing to generate ROI.