Your business needs to have quality data to run a successful campaign. In fact, when it comes to database hygiene, the old saying ‘garbage in, garbage out’ is more applicable than ever.
So what exactly is Database Hygiene?
Data hygiene is the act of keeping your subscriber list free of false data. In particular, unresponsive and inactive subscribers, to ensure that every time you’re contacting customers or prospects you’re not wasting time and money prospecting dead leads or running the risk of non-compliance with legal obligations imposed under the Spam Act 2003 (Cth), the Privacy Act 1988 (Cth) or the Do Not Call Register Act 2006 (Cth).
What’s in it for me?
Beyond the obvious savings to your budget, having quality information in your database means you’re going to get more quality leads.
But that’s not all, did you know that some ISPs use old, expired and unmonitored email addresses as spam traps? What that means is that if you’re sending emails out to too many old or inactive accounts, you’re more likely to get ‘marked as spam’ by an ISP and your emails will get diverted without your customers setting eyes on them.
Tips on maintaining quality data
Remember that prevention is better than cure! So here are just a few ideas to help you maintain quality data at all times:
Maintenance
Commit to ‘spring cleaning’ regularly to clear out false leads and old contacts. Amend email addresses that have obvious typing errors and review direct mail that has been returned. Deactivate email addresses that have bounced, and subscribers that have become dis-engaged.
Double Opt-in
Consider a double opt in on your website to help confirm that details are correct. This will minimise your exposure to invalid email addresses.
Data Enrichment
Aside from the usual name, address and email also ask a few targeted questions when your customers sign up to allow you to fine-tune your communication more effectively based on their interests, location, age or gender. Keep a record of their birthday so that you can send out a birthday card or text message to add a personal touch and show your customer that you value their business. Remember – the more detail you have about your target audience then the more you can tailor products and special offers to be something they want and respond to.
You can also consider including questions about the type of content they would like to receive from you to help you give subscribers exactly what they want – and reduce disengagement at the same time.
Respect ‘unsubscribe’
Don’t be alarmed if someone does hit the ‘unsubscribe’ button and make sure you don’t breach the Spam Act by emailing them again (it’s against the law!). Also don’t make your customers jump through hoops to unsubscribe. Instead, why not make your unsubscribe process a good customer experience then focus your attentions on keeping loyal subscribers engaged.
For more information about database hygiene or to discuss how you can more effectively communicate with your customers and prospects, contact the team at 121 today.
