How data cleansing boosts the success of your marketing efforts

Image by Gerd Altmann from Pixabay

By James Daniels

Do you have a massive database of contacts, but your marketing efforts are falling flat? Regardless of the size of your database, if it’s full of incorrect information, then you’re wasting time and money on your marketing. Consistent data cleaning is essential to ensure that you are reaching the critical customers in your email list. Accurate data leads to optimal results and the success of all your marketing efforts.

You need to communicate with your customers frequently to maintain loyalty and encourage conversions. Here are some ways that cleaning your data will help you achieve that.

Boost email deliverability

You can’t nurture leads if you aren’t able to reach them. With inaccurate and disorganized email lists, many of your emails will bounce back, and you could lose those potential customers. Human error means that details may be entered inaccurately, such as putting “,com” instead of “.com.” Data cleaning will help to standardize all data and ensure that your emails reach your contacts.

Email segmentation

Categorizing email lists is essential for the success of your email marketing campaigns. You will be targeting specific customers with different types of content based on a variety of factors, such as where they are in your sales funnel. It’s essential to tailor your marketing to everyone on your list as your efforts will be more effective. While you may want to send some emails out to everyone on your list, other messages may be irrelevant to specific customers. That is why email segmentation is so important. With a disorganized email list, it’s nearly impossible to segment the data adequately.

Reduce spam

No one likes getting spam, and if your email list isn’t up to date, you’ll end up spamming a lot of people. Those who are inactive or no longer want to receive your materials should be removed from your list to avoid spam. Sending unsolicited emails will lower your credibility and give you a bad reputation. Don’t waste your efforts on those who are no longer relevant, and instead focus on those who are interested in what you have to say and offer.

Accurate analytics

If you have a database that isn’t clean, then all your tracking analytics will be inaccurate. You may have a low open rate on your emails, but a large portion of them might be incomplete email addresses. Additionally, without proper segmentation, you may be sending content that is irrelevant to specific people on your list, and therefore they are not interested. The get an accurate picture of the success of your marketing campaigns, you must start with a cleansed database.

Create valid customer avatars

You build marketing campaigns around the audience you are marketing to. Using customer avatars, you can paint a picture of exactly what type of audience your brand attracts and create strategies to engage with them. One of the best ways to develop accurate customer avatars is using your database to assess your audience to narrow down the most common features of your audience, such as location, age, job, family status, etc. These features can change over time as your business grows and expands, and if you’re using outdated data, your marketing strategy will not be relevant. Data cleansing will allow you to create accurate customer avatars that are up to date.

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James Daniels is a freelance writer, business enthusiast, a bit of a tech buff, and an overall geek. He is also an avid reader, who can while away hours reading and knowing about the latest gadgets and tech, whilst offering views and opinions on these topics.

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