Whether it’s B2C or B2B, email marketing has always been an excellent approach to nurture prospects, convert sales-ready leads, and solicit repeat and referral business. However, in order to be effective, your contact list requires a solid foundation. And whether you’re employing bought or home-grown data, doing hygiene checks on your email lists is crucial to boosting your ROI.
So what does it mean to run a data hygiene check on your B2B email lists?
Your contact database is brimming with data and insights into your potential clientele. However, if that data contains errors and inaccuracies, your sales and marketing initiatives are going to bear the brunt of the nasty side effects of having bad data on your list. Routinely running data hygiene checks guarantees that every piece of information in your contact database is as reliable and actionable as possible. Having meticulously-maintained and robust data is critical for running targeted and effective email marketing campaigns.
The following are the common types of dirty data that might be lurking in your B2B email lists.
- Inaccurate data – These are those records that have typographical errors.
- Duplications — These are separate records belonging to the same contact.
- Dead accounts — These are those email addresses that were once actively used by their owners but have now become inactive.
- Spam traps – These are those email addresses that are in circulation to help single out spammers who add addresses to their email lists without consent. They often find their way into authentic email lists.
To remove these kinds of data from your B2B email lists, you need to run these six crucial steps in maintaining good data hygiene:
- Data Scrubbing – This refers to finding and handling data entry and basic parsing errors.
- De-duplication and Records Matching – This refers to detecting and removing duplicate records as well as combining records incorrectly classified as separate.
- Recovering/Appending Missing Data & Values – This refers to managing records with incomplete data by using an intelligent algorithm.
- Data Migration & Merging – This refers to migrating or integrating a marketing database into another format or storage.
- Standardization & Normalization – This refers to checking the consistency and comparability of various pieces of data in the database.
- Data Verification – This refers to validating and verifying information on the database through phone, email, and online research.
Know that dirty data is something that you can absolutely do without. They can give you a bad rep by damaging your sender score and it could get a lot worst with your IP getting blocked or being blacklisted by your email provider. That’s why doing data hygiene checks routinely should be a part of your campaign process. It’s a good push toward reducing bounce rates and improving email deliverability and conversion rates.