What does a healthy database look like?

There’s a fine, fine line between “big data” and “bad data”. Many companies make the mistake of aiming to collect the most amount of information in the fastest time while missing the bigger picture, or details. 

Although it’s important to place emphasis on the performance of your marketing campaigns, including open, click and conversion rates; we can’t stress how crucial it is to analyse your bounce statistics, especially when everyday 31 billion emails get bounced.

Not only can bad data mean your perfectly crafted email does not reach its target audience, but incorrect information can cost you time and money. DiscoverOrg found that sales and marketing departments who conducted a lead generation program without first investing in cleaning data, waste 27.3% of a sales representative’s time and up to $32,000 a year.

We have access to some fantastic customer relationship management (CRM) programs, however, they can’t keep up when people change email addresses, telephone numbers and jobs often. Nurturing our leads through the sales funnel at every stage is essential, from collecting the quality data to removing bad data from your CRM.

Therefore, the lower the bounce rate the healthier, the more people engaging the healthier and ultimately the more leads converting the healthier. Here’s how to get your database in good shape: 

Clean your Contacts

Some database platforms will charge you extra for going over a certain limit, hence why it’s important you clear out your unresponsive and unengaged contacts. 


A good place to start is your unsubscribers, guaranteed they don’t want to be there. Retargeting and “win back” campaigns may save you from losing them but once they’ve completely opted out it’s best to remove them from your list. 

Next up is your bounced contacts. Analyse your data and whether they have engaged with your company as of late. Suspicious email addresses are not the only reason they bounced, with mistyped, duplicate or those with strict spam filters being included. Some of these issues can be manually handled, therefore they probably still deserve a spot in your contacts list if manageable. 

Also making sure customers are identified correctly is all part of the lead nurturing process. Don’t just rely on their email domains, but ensure you include any clients details you can get. This also makes it simpler and more effective when automating processes.

Freshen your Fields

Data fields work best when you apply only one purpose per field. For instance, collect first and surname separately to ensure personalisation and accuracy when it also comes to automation. 

Cleaning up this information and deleting any unnecessary fields can even be safely deleted from your database, or stored outside of your CRM software. This may even result in the download of your database and processes of automated workflows taking less time and effort. 

Workshop your Workflows 

This is the key to keeping your campaigns manageable and organised, a well as creating a smooth process for your marketing automation efforts and achieving favourable results.

Spend time reviewing all workflows, including ones you no longer use and ask yourself if it’s still relevant, should anything be edited to see more action and whether you can consolidate the actions performed in this workflow with another.

Moving forward

Here are a few more housekeeping tips to ensure you’re not spending several hours cleaning up your data again, which no one wants to have to continue doing. It’s important to set-up processes to avoid errors from occurring, as well as to set automated data cleaning methods. For example:

  • Use text fields like drop down boxes to reduce errors and more simply segment your leads. 
  • The smart list may assist in collecting contacts who may need to be manually assessed (opt-outs, bounced emails). 
  • Setting reminders to assess this on a basis that is convenient for your company to follow through with will streamline your marketing database efforts in the future.

Want to find out other ways to make sure your database is as healthy as possible? Book a discovery call with our team. 

 

Related Posts

24 Automations to help your business grow

24 Automations to help your business grow

Automation is a simple and effective way of growing your …

READ POST
Why you should be spilt (a/b) testing every email you send?

Why You Should Be Split (a/b) Testing Every Email You Send?

Why You Should Be Split (a/b) Testing Every Email You …

READ POST

Understanding the purpose of your website

A website is the most vital online presence your business …

READ POST

FREE GUIDE

The Ultimate Email Sending Checklist

Privacy Policy

Confidentiality of Information

All personal information is treated as strictly confidential to Greenfish Marketing. It will never be sold or bartered or otherwise transferred to a 3rd party, without your express permission.

This section details what information Greenfish Marketing collects, why it is collected and how that information may be used.

 

Collection of Information

In order to utilise some aspects of this website, Greenfish Marketing may require you to provide a certain amount of information. This includes information required to create an ID (such as your name and email address) and preference information (likes/dislikes). We use this information to provide you with a service or a better online experience.

In order to better understand how our customers use this site, we collect and analyse some aggregate information about our site users. This includes such things as what time of day they visit the site, what browser they use and what pages they visit.

Greenfish Marketing logs all activity and maintains audit trails of usage of this site. We use this information in the detection and prevention of fraud and other malicious activities.

Greenfish Marketing will not send a “spam” or unsolicited email or SMS, nor will Greenfish Marketing provide your details to a third party, unless you have given us permission.

 

Accessing your personal information

If you want to access any personal information we have about you, email us at hello@greenfishmarketing.com.au. When making a request, you should specify the type/s of information you want to access. If your request for access is refused, we will give you a written reason for this. We will try and process your request as quickly as possible but may charge you a fee for doing so.

 

Changing your personal information

If the personal information we hold about you is wrong or needs to be changed, please email us at hello@greenfishmarketing.com.au and we will take reasonable steps to ensure your personal information is corrected.

 

Email and SMS

When you register your interest, download a free report or complete an online query in any way on this website we will retain this information in order to respond to your query and communicate with you. You can update this information at anytime or opt out of receiving any further marketing communications. If you become a customer of Greenfish Marketing we will need to continue to contact you for development, progress or performance related matters.

If you access the Greenfish Marketing Pty Ltd web site you agree to be bound by the conditions contained in this legal message and further agree that the Courts of Australia shall have exclusive jurisdiction in respect of any dispute arising from this legal message.

 

Web Browser Cookies

Our website may use “cookies” to enhance user experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert you when cookies are being sent. If they do so, note that some parts of the site may not function properly.

 

Earnings Disclaimer

Results may vary from individual to individual in calculating profits, and depend on the industry, capacity, advertising budget and other factors. The sales figures stated above are our own personal sales figures. Please understand our results are not typical, we’re not implying you’ll duplicate them (or do anything for that matter). The average person who follows any ‘how to’ information gets little to no results. We’re using these references for example purposes only. Your results may vary and depend on many factors including but not limited to your background, experience, and work ethic – we make no guarantees whatsoever. All business entails risk as well as massive and consistent effort and action. If you’re not willing to accept that, then we’re not a great fit for you.

When Greenfish Marketing informs you about or makes reference to business opportunities or money-making opportunities, you understand and agree we have made no promise, representation, implication, warranty, suggestion, projection or guarantee whatsoever that you will make a certain amount of money, or any money, or not lose money, as a result of pursuing such opportunities or using our products and services, and that we do not authorize any such promise, representation, implication, warranty, suggestion, projection or guarantee by others.

 

Disclaimer

Greenfish Marketing Pty Ltd assumes no responsibility for the contents of any other web sites to which the Greenfish Marketing Pty Ltd web site has links.

To the extent permitted by law Greenfish Marketing Pty Ltd shall not be liable to any person for any loss or damage which may arise from the use of any of the information contained in this web site. The material contained in this web site is a guide only.

 

Copyright

The copyright in the material contained in the Greenfish Marketing Pty Ltd web site belongs to Greenfish Marketing Pty Ltd. Except solely for your own personal and non-commercial use no part of this web site may be copied, performed in public, broadcast or adapted without the prior written permission of Greenfish Marketing Pty Ltd.

 

Complaints

To complain about a breach of the Australian Privacy Principles, you can contact us by emailing hello@greenfishmarketing.com.au or write to us at 132 Cremorne Street, Cremorne, Victoria 3121. We will review your complaint and respond to you promptly in writing.

 

Contacting Us

If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at:

Greenfish Marketing Pty Ltd
www.greenfish.com.au
hello@greenfish.com.au
132 Cremorne Street, Cremorne VIC 3121
03 9973 1788
0426 272 644