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Imagine you’re about to send out a targeted email campaign to your top customers, but before you hit send, you realize that a third of the email addresses in your CRM need to be corrected.

Not only did you waste valuable resources creating the campaign, but you also risked damaging your company’s reputation by sending emails to incorrect addresses. This is where the importance of clean data comes in.

A clean and accurate database is essential for successful marketing. Databases cluttered with outdated or incorrect information can lead to wasted marketing efforts and lost revenue. Many companies have dirty data and need to know its impact on their business. 

According to a report by IBM, poor data quality costs the US economy approximately $3.1 trillion annually.

The good news is that automation can help identify and correct inaccurate data, but it’s essential to have a strategy that’s efficient and cost-effective for cleaning up that data. 

That’s where Interrupt Media comes in! We can take care of your dirty data and create more efficient systems that scale your marketing capacity, so you no longer have to worry about wasted resources. 

Continue reading to learn more about how you can implement some data hygiene best practices.

What is database hygiene, and why is it important?

Database hygiene, also known as data cleansing, is maintaining and improving the data quality in your business. This includes identifying and removing inaccurate or outdated information and filling in any missing or bad data. The goal of database hygiene is to ensure that the information in a database is accurate, up-to-date, and relevant.

The importance of database hygiene cannot be overstated. 

A cluttered and inaccurate database can lead to degrading performance metrics and lost outreach efforts for your sales team. 

Improved accuracy in a database leads to better targeting and personalization efforts, which can lead to higher conversions and increased revenue. Additionally, a clean database can improve efficiency, eliminating the need to weed through inaccurate or irrelevant information. 

Another benefit of database hygiene is data privacy and security. As data privacy laws are becoming stricter, it is essential to ensure that your database does not contain any sensitive information that is no longer needed or that should not be kept. Cleaning and maintaining your data will help you to stay compliant with these laws.

Common database hygiene issues

Maintaining a clean and accurate database is crucial for successful marketing and business decision-making. However, it’s easy for mistakes to slip through the cracks regarding database hygiene.  

Reviewing and maintaining a database helps prevent these common issues and ensures the accuracy and relevance of the data. The goal of database hygiene is to ensure that the information in a database is accurate, up-to-date, and relevant. 

With that in mind, here are a few issues to watch out for and avoid.

Duplicate records

Duplicate data occurs when multiple entries contain the same information, such as various records for the same customer with different contact information—for example, having two additional contact records for the same person with separate email addresses. These duplicates can lead to confusion and duplicate emails being sent to a customer. 

Inaccurate or outdated information

Inaccurate or outdated information in a database can have severe consequences for a business. When contact information in email marketing platforms, CRM data, or phone numbers change over time but must be reflected in the data entry process or it can lead to a poor customer experience and higher bounce rates in your marketing campaigns.

Using integration within your different data sources to append information will aid in the enrichment of your data.This is essential for initiatives across your marketing teams.

Incomplete records

If a customer’s record is missing an email address, the business cannot send targeted promotions to that customer via email. Regular data completeness checks will ensure that the information in the database is accurate, up-to-date, and complete, which will help to improve targeting efforts, increase efficiency, and ultimately drive revenue.

Unengaged contacts

Unengaged contacts in a database can be an issue for several reasons. First, they can skew data and analytics, making it difficult to accurately gauge the effectiveness of marketing campaigns and customer engagement efforts. 

Second, sending communications to unengaged contacts can result in high unsubscribe rates and damage the sender’s reputation. Third, unengaged contacts can also increase the cost of email campaigns as they are less likely to convert. Therefore, it’s important to regularly clean and maintain a database to remove unengaged contacts in order to improve the overall health of the database and the effectiveness of marketing efforts.

Database Feeling Not So Fresh? Interrupt Media Can Help!

Maintaining a clean and accurate database is crucial for successful marketing. A clean or updated database can lead to wasted resources, low ROI, and even legal compliance issues. This is where Interrupt Media comes in. Our team of experts specializes in helping businesses improve their database hygiene, resulting in increased revenue.

Interrupt Media’s expertise in database hygiene can help businesses in various ways. We can assist with data cleaning, list building, and email list segmentation. By implementing these strategies, companies can significantly increase their ROI. Our clients have reported increased revenue, better targeting, and improved engagement with their audience.

Don’t let a dirty database hold your business back. Let Interrupt Media help you improve your database hygiene and see the benefits for yourself. 

Schedule a strategy session with us today and take the first step towards increased revenue and successful marketing.