The Benefits Of Validating Your Email Data
Cleansing your email list will get rid of any major errors and flaws in your data set and pull out any invalid Information. Using tools to clean up data will make the cleansing process more efficient and guarantee better accuracy.
Fewer errors means more successful delivery for your email marketing which ensures better delivery rates, better reputations with ISPs and only paying for emails that deliver. It will also result in fewer spam complaints.
Why Make Cleaning Your Data A Habit?
Data can decay at a rapid rate and it is important to get an understanding of the quality of your data and how quickly this decay occurs. In particular, with B2B (Business) email data there is likely to be some cleansing to do on a regular basis. B2B data changes all the time; people leave jobs, change names, get married… so their job status and email addresses change all the time.
Don’t worry you are not alone in this, most UK businesses face the same challenges within their business.
To begin with it is important that you are asking yourself these questions…
- What are the goals and expectations for your data cleanse?
- How do you plan to get the data cleansed?
- How will it improve your Marketing Strategy?
Putting your questions into practice can be quite challenging and daunting however this blog will help you a little:
4 Steps To Cleaning Your Email List
1) Monitor and Prevent Errors on Data Entry
You need to know where your data has its flaws, how you can identify them and how you can correct the data. Understand the root cause of the data issue. Keep a record of where the data with errors is coming from as it will be easier to find a fix if you know the cause.
If it is manual errors for example your call centre or sales team you can put in procedures or standardisation in the process for adding new data into your database. Ensure that you include a process to reduce the risk of duplication.
If the contact is entering their own details on a web form, you may find that you need to find an API or tool that verifies data on entry. This will validate the accuracy of your data in real-time.
2) Validating the accuracy of your email list
Effective Marketing occurs when high-quality data and tools are used for marketing purposes.
There are some great tools that clean your database on a regular or adhoc basis. These tools allow you to simply import your lists into a piece of software which then verifies the email addresses of your contacts. It then gives you a report of how many contacts are good, bad and unknown.
You can still validate the accuracy of your data without the use of online tools, however it will require a lot of manual work which most marketers don’t have time for.
The cleansing tools/software out there that are often very cost effective. For example, Emailinspector will cleanse up to 1,000 records for only £8+VAT – it would probably cost you more in time to cleanse these records manually.
3) Don’t waste your time on duplicate emails
Identifying duplicate records in your CRM will stop you from wasting your efforts and time. Dupes also cost money in campaigns if you are paying for every email that your email marketing system sends. Duplicates can also cause inaccurate reporting of your marketing results.
Duplicate contacts damage your brand reputation if you are emailing the same contact multiple times and will guarantee a bad experience for your customers. It could also lead to them reporting you for Spam.
You need to do everything you can to avoid data dupes.
4) Add missing information by using Data Appending
When some vital part of your marketing database are missing, it may have a negative impact on your marketing strategy. Having accurate and complete data allows you to market a lot better and easier, also giving you a better reporting to go by with your marketing reports.
Data appending resolves the missing information in your database by matching it against another database and filling in the gaps. If you have some information missing from your database that you would find useful for your marketing strategy, look for a data appending service that will fulfil this for you.