Better data = Better conversion rate

The returns on your marketing efforts depend on the success rate of your marketing messages. It is pertinent that it reaches the right people. Email marketing is an effective and viable method to reach maximum number of people. However, the effectiveness of your campaign depends on the quality of the data.

Along with effective content, Data Quality is also one of the most crucial requirements in achieving effective email marketing. Your interesting and engaging content for your email can be an utter waste if you end up sending it to a ‘bad’ list.

What components make a bad list?

• Duplicate email addresses
• Dead email addresses e.g. address of a person who is no longer the employee of a company
• Wrong email addresses
• Incorrect email formats
• Spacing errors

So, it is essential to remove bad elements in the data before sending email marketing campaigns. For this, the database has to be cleansed.  This cleansing can be achieved using two methods:

• Software
• Manual

Software is more effective as manual cleaning only eliminates spelling and spacing errors and duplicate emails. However, some data must be removed manually – such as returned and bounced emails.

Uncleansed data can only lead to futile marketing efforts, both in the form of the salespeople following invalid leads and unnecessary expenditure over irrelevant emails. The best practice is to cleanse the data before starting a new campaign. Make sure to remove any incorrect or unsuccessful email addresses from previous campaigns.

If you fail to clean your data it could result in you being blacklisted from both your email marketing provider and also from email providers, which is bad for your brand, reputation and also your marketing.

Having a clean database will improve efficiency and will likely improve your response rates, as a more focused and relevant database is used.