Clean marketing data is essential for effective marketing. Whichever way you choose to store your customer and prospect data it needs to be accurate and up to date. There’s no point spending large amounts of your marketing budget on marketing campaigns to out of date records.
Garbage in = Garbage out
9 steps to clean marketing data
1. Avoid incomplete (and potentially worthless data) by setting key mandatory fields.
2. Share access. Enable several uses to have access to the database so they can keep it up to date with live information.
3. Determine access rights for users so they can only modify records that are relevant to them.
4. Standardise the way certain information is inputted so it is always consistent. Stick to the same date formats, abbreviations (e.g. Ltd, Co, UK) etc.
5. Train users on how to input data and use the database so they follow your standardised formats and procedures.
6. Regularly identify and remove duplicates. Have a system for checking whether a contact already exists in the database before adding a new contact.
7. Remove inactive contacts. If people aren’t engaging with your marketing campaigns remove them.
8. Eliminate junk contacts. Don’t add contacts that have provided false email address (e.g. email@example.com or firstname.lastname@example.org) as these are unlikely to be genuine leads.
9. Make someone responsible for data cleansing and allocate time for them to check and clean the information.
Keeping your marketing data clean can be a labour intensive process but it is worthwhile as you’ll generate a higher return on your marketing campaigns.