When it comes to any sort of marketing, keeping your data in top quality is important. Clean data allows your strategies and tactics to succeed. Meanwhile, dirty data muddles your efforts.
This is especially true for email marketing. Without good data, you will not have accurate statistics for your campaigns. It can also interfere with deliverability.
Let’s talk about three habits you can put in place from the beginning to make sure your data stays clean in the future.
Before you begin implementing these suggestions, it may be a good idea to audit your current data. This may take some time and effort, but it will be worth it in the long run.
Habit 1: Merge Duplicate Contacts
If you have several contacts that are the same person, merge them.
Email marketing software uses the contact’s email address as their unique identifier. So, repeat contacts should merge when you add new data.
But, sometimes customers provide more than one email address. Customers also tend to send requests using online forms more than once. And they may use a different email address.
In any of these cases, you may have a duplicate on your hands.
In my experience, customers don’t like receiving the same message in many inboxes. They could even forget they provided you with several email addresses. This causes more annoyance and questions about where you got all their data.
If you see a contact you have many email addresses for, keep the one you are sure you can reach the customer on. If you don’t know, contact the customer to ask them which email they would prefer.
I have seen recipients get iffy when an agent emailed their work email address, even though they provided it themselves. It is best to keep your database clean by having only one profile per customer.
Habit 2: Keep It Consistent
Some agents will use a field in their database in a certain way. For example, AgencyBuzz has an anniversary field agents can use to their preference. Some use it for the date they obtained the contact or customer. Others use it for the contact’s wedding anniversary (if they provided such data).
The point is, whatever way you choose to use the field make sure you are consistent. It wouldn’t be wise to use it as an anniversary for one customer, and something else for another.
If you are consistent, you can use the data to your advantage. You can either send an anniversary card or a yearly policy review. If the field has a mix of data, you cannot do either of those. Be consistent and your data will stay clean.
Habit 3: Communicate With Your Team
You decided on a standard of operations on how to manage your data. But if many people are dealing with your agency’s database, there is more opportunities for error.
Make sure everyone who will touch the data knows the rules. This will help strengthen your data quality and keep it clean. Then you can send more segmented and targeted emails to your database. And we know the more targeted your emails are, the more successful they can be.
After doing all this work to keep your data clean, you and your team will want to continue the good practices. Now, you can get the most out of your agency’s email marketing efforts.
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