A new year provides a chance to start over and let go of the baggage that has been holding you back, such as the incorrect or out-of-date information that has been clogging up your database and hindering your marketing efforts. You must update your data today so that you’re ready to launch successful marketing in 2023 by using data refresh, an essential tool in the new year.
Of course, the most challenging aspect of any new Q1 endeavor is getting started. It’s hard enough to get back into the swing of things after the holidays; you don’t want to waste time and effort by taking a haphazard approach to your data refresh job.
Why you shouldn’t wait another second before refreshing your data and how to do so properly and successfully.
If you need to update your information, do it now
One’s home may amass an incredible amount of useless clutter in a concise amount of time, as anybody who has ever cleaned out a closet or garage will confirm. Your email list is no different.
Social media ads, email list sign ups at checkout, and other acquisition techniques may bring in a lot of data, but they may not all be high-quality. For instance, contact details that include typos, misspellings, syntax mistakes, format problems, or out-of-date information are examples of poor data quality.
Most marketers know they need to update their data, but it may be easy to put this task off when you’re already juggling a lot. Data that hasn’t been updated in some time might sabotage your efforts.
How can putting off your data refresh project impact your advertising strategy? Here are a few ways:
You will see a rise in hard bounces, a drop in deliverability, and a rise in unsubscribes if you send to invalid or outdated email addresses. Because of this, getting an accurate assessment of your efficiency is challenging.
For instance, upper management could look at dismal engagement rates and conclude that your campaigns‘ click-through rates have decreased year-over-year because they are unsuccessful. However, this may be happening because your list is full of obsolete email addresses that clients no longer use.
If your customer database is old or incomplete, you may miss out on potential customers interested in hearing from you. Customers in a rush at the register may enter the incorrect contact information by accident, or a shop employee may enter the wrong domain. By not trying to fix these problems, you risk losing out on communicating with enthusiastic purchasers and income.
Spamhaus Shuts Down
Even if you know you’re not a spammer, you could seem like one to authorities like Spamhaus if you consistently (though accidentally) send emails to spam trap addresses. Senders’ reputations are damaged by these messages, and it’s challenging to recover from being blacklisted.
How to Approach A Data Refresh Project in the New Year
Here are four things you should do as part of your new-year data hygiene effort to prepare your list for a record-setting, uber-successful 2023:
Appoint a data hygiene leader
Every home has a “clean freak,” who determines when it’s time to clear up the clutter and rallies the troops to get the job done. Your marketing team needs one of these folks, too. Choose a data-hygiene champion and delegate to them the responsibility of determining the frequency and nature of your data maintenance efforts throughout the year.
Consolidate it into a company-wide effort
When doing a database cleanup, it’s essential to coordinate with related teams to guarantee that everyone is using the same, accurate data. Otherwise, you’ll wind up with data silos that adversely affect cooperation and impede your ability to establish a coherent cross-team plan for reaching yearly targets.
Create a routine for cleaning your data
There will never be a convenient moment to clean and secure your data. Since data hygiene is likely to be pushed to the back burner if you don’t give it a dedicated block of time and resources, it’s essential to plan. You might, for instance, check the validity of your email addresses quarterly, monthly, or in real time with an API.
Make use of a trusted outside party
It would be best if you didn’t spend your time or anybody else’s trying to search through databases manually. Instead, team up with a service that can automate your data-cleaning process.
Find a service that can validate your email list and eliminate invalid addresses, typos, and potential spam traps and honeypots. You’ll also want to examine an Email Change of Address (ECOA) solution to guarantee you can retain consumers and reconnect with purchasers you have lost.
As we relax toward 2023, a clean and reliable database is more crucial than ever to enable personalization, cross-channel advertising, and other data-driven endeavors. By removing the clutter from your lists now, you can guarantee that you’re set to surpass revenue objectives and make the following twelve months the most profitable.
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