The importance of hygiene in databases
Posted: Tue Dec 03, 2024 10:38 am
As we have mentioned on several occasions, cleaning the databases we have active is a fundamental task that all businesses and companies should take into account, since, let's be clear: an uncleaned contact list, over a long period of time, is a direct path to failure. Because, what is the point of investing time, effort and resources in analyzing and studying strategies, and taking care of even the smallest detail if, when push comes to shove, users are not even going to read our emails?
Furthermore, if we had to put together, in a single sentence, the three basic (and most important) pillars that define the success of an Email Marketing campaign, these would be: (I) good management and cleanliness of the databases, (II) the campaign strategy and (III) the quality of the reports to generate conclusions.
That is why, in today's article, we want to share with you the reasons why it is important to invest time, effort and resources in proper database cleaning and hygiene, so that -in this way- you can optimize the delivery of your Email Marketing campaigns as well as the interactions with your target audience.
What is database cleaning and hygiene?
When we talk, in several of our articles, about the importance of maintaining proper database hygiene, we are referring to one of the most effective and practical ways to maintain our IP reputation and ensure that the contacts to whom we think we are sending content are, in fact, those we are thinking of.
In this way, through continuous database cleaning, what we will achieve is:
Delete old emails , which may have been in our database for a long time but have long since ceased to be active.
Delete non-existent emails or emails owner/partner/shareholder email lists with errors in their addresses, which, remember, encourage the hard bounce of our Email Marketing campaign.
Identify the number of email addresses to which you cannot deliver your content due to some kind of reason linked to Soft Bounce , such as full delivery trays, or because the file exceeds the allowed size, etc., etc.
Delete emails that are collected in our database, but in an incorrect or unhealthy way . What we mean by this, for example, is that there are some emails that have been registered manually, or without considering a correct validation form , and that they must disappear from our database as soon as possible.
And, of course, it will allow you to easily and mechanically keep internal control over the users who have unsubscribed from your newsletter, since you will be able to analyze it through your own internal statistics, on a regular basis.
What to do to try to get a response from Cold Emails
Why is database hygiene recommended?
Generally, the main consequence of sending Email Marketing campaigns to a database containing incorrect or invalid emails is a high bounce rate, which usually directly leads to a bad reputation for the sender contact and, even in some marketing sending tools, can cause the campaign to be temporarily halted.
But, in addition to this, cleaning and sanitizing the databases will allow us to set much more specific objectives that will be much easier to meet in our next strategies.
In addition, among others, the fundamental advantages of regular cleaning are:
You will spend much less time defining your email marketing strategy. In other words, you will be more focused on the target, since -by having absolute clarity about the clients you are going to reach, as well as the certainty of doing so- defining the objectives and strategy will be much easier.
You will focus solely on the audience that really interests you: your target audience . Although this may seem obvious, it is necessary to emphasize it in depth, since our strategy and our mailings require time and effort, therefore, you must send what adds value to your company to people who are really interested in it. Decentralize yourself from those users who are not of interest to you.
Cleaning up your database will probably result in fewer registered subscribers, but at least you'll ensure the quality of your subscribers and can focus more on offering them a better user experience.
And, of course, if we look at more technical data and directly related to digital statistics, cleaning and good maintenance will lead to an increase in the opening, click and conversion rates, as well as a reduction in investment (and, of course, whatever you invest, it will be of guaranteed quality).
5 Essential Email Marketing Tricks That Will Make You Win Thousands of Leads
So, we hope that these tips will help you and that you will start (if you haven't already) to regularly clean your databases, because... what has become obsolete should not accompany you in the future.
Furthermore, if we had to put together, in a single sentence, the three basic (and most important) pillars that define the success of an Email Marketing campaign, these would be: (I) good management and cleanliness of the databases, (II) the campaign strategy and (III) the quality of the reports to generate conclusions.
That is why, in today's article, we want to share with you the reasons why it is important to invest time, effort and resources in proper database cleaning and hygiene, so that -in this way- you can optimize the delivery of your Email Marketing campaigns as well as the interactions with your target audience.
What is database cleaning and hygiene?
When we talk, in several of our articles, about the importance of maintaining proper database hygiene, we are referring to one of the most effective and practical ways to maintain our IP reputation and ensure that the contacts to whom we think we are sending content are, in fact, those we are thinking of.
In this way, through continuous database cleaning, what we will achieve is:
Delete old emails , which may have been in our database for a long time but have long since ceased to be active.
Delete non-existent emails or emails owner/partner/shareholder email lists with errors in their addresses, which, remember, encourage the hard bounce of our Email Marketing campaign.
Identify the number of email addresses to which you cannot deliver your content due to some kind of reason linked to Soft Bounce , such as full delivery trays, or because the file exceeds the allowed size, etc., etc.
Delete emails that are collected in our database, but in an incorrect or unhealthy way . What we mean by this, for example, is that there are some emails that have been registered manually, or without considering a correct validation form , and that they must disappear from our database as soon as possible.
And, of course, it will allow you to easily and mechanically keep internal control over the users who have unsubscribed from your newsletter, since you will be able to analyze it through your own internal statistics, on a regular basis.
What to do to try to get a response from Cold Emails
Why is database hygiene recommended?
Generally, the main consequence of sending Email Marketing campaigns to a database containing incorrect or invalid emails is a high bounce rate, which usually directly leads to a bad reputation for the sender contact and, even in some marketing sending tools, can cause the campaign to be temporarily halted.
But, in addition to this, cleaning and sanitizing the databases will allow us to set much more specific objectives that will be much easier to meet in our next strategies.
In addition, among others, the fundamental advantages of regular cleaning are:
You will spend much less time defining your email marketing strategy. In other words, you will be more focused on the target, since -by having absolute clarity about the clients you are going to reach, as well as the certainty of doing so- defining the objectives and strategy will be much easier.
You will focus solely on the audience that really interests you: your target audience . Although this may seem obvious, it is necessary to emphasize it in depth, since our strategy and our mailings require time and effort, therefore, you must send what adds value to your company to people who are really interested in it. Decentralize yourself from those users who are not of interest to you.
Cleaning up your database will probably result in fewer registered subscribers, but at least you'll ensure the quality of your subscribers and can focus more on offering them a better user experience.
And, of course, if we look at more technical data and directly related to digital statistics, cleaning and good maintenance will lead to an increase in the opening, click and conversion rates, as well as a reduction in investment (and, of course, whatever you invest, it will be of guaranteed quality).
5 Essential Email Marketing Tricks That Will Make You Win Thousands of Leads
So, we hope that these tips will help you and that you will start (if you haven't already) to regularly clean your databases, because... what has become obsolete should not accompany you in the future.