6 Benefits Of Clean Marketing Data
Clean data is necessary for you to extract revenue from your customer and prospect database. It increases opportunities, saves money, and helps you maintain a positive reputation.
There’s a myriad of financial benefits to cleansing your marketing database. Not only will you stop wasting money on storing obsolete data, but the improved accuracy means your campaigns will be more relevant and more likely to be successful. Understandably, using obsolete data for targeting will only lead to ineffective campaigns.
In fact, storing old information can actually harm your reputation. For instance, if you are consistently sending content to old email addresses, or prospects that have opted out of communications, your efforts are actually creating a negative image, rather than return on investment.
We understand that keeping data clean is no mean feat and there’s a lot going on in your database. But it’s up to you to make sense of it to see the following benefits:
1. Accurate Campaign Stats
An undeliverable email is never going to be opened, clicked, or engaged. By keeping these addresses on your email list, your campaign statistics are not an accurate reflection of your marketing efforts. Data cleaning removes addresses that are damaging your sender reputation and skewing your campaign statistics.
2. Actionable Data Insights
Having clean and consolidated data will enable accurate analytics and give you actionable insight.
Whether you want to define personas, understand lifetime value, design upsell and cross-sell strategies…you’ll be able to improve the performance of your marketing campaigns and maximise your marketing investment.
3. Better Segmentation and Targeting
Accurate customer data, such as contact information and response data, allows you to better segment your prospects based on their demographics, individual preferences and behaviours.
This improves campaign targeting and your ability to produce relevant marketing content and offers – which all lead to a better customer experience and improved marketing results.
4. Improved Efficiency
If you’re working with “dirty” data, you’re sending mail to inaccurate addresses, emailing obsolete email addresses and calling disconnected or wrong numbers. Clean data eliminate these wasteful efforts and make sure that your marketing communications actually get delivered, in a timely fashion, saving you valuable marketing dollars.
5. Saved Reputation
Consistently sending content to old email addresses, or prospects that have opted out of communications, is detrimental to your brand reputation.
Furthermore, it’s also detrimental to your sender reputation – one of the main factors of email deliverability. This is determined by bounces, spam complaints, spam traps, and subscriber level engagement. Frequent data cleansing and can help maintain a good sender reputation and stop you getting blacklisted.
6. Risk Mitigation
When there is a data breach, recall or other critical information to relay, clean data help you to mitigate risk by quickly communicating with your customers through accurate contact information.
So, now that we know why clean data is so important, the next step is to learn how to clean it! Take a look at 9 Ways to Clean Marketing Data.