How to avoid this problem? Let's look at the reasons why databases get "dirty" and how to make yours as clean as a whistle to improve your ROI.
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Email marketing: how to clean your database to improve ROI
Why clean up your database?
If you have been doing email marketing for years , it is common to have outdated contacts : email addresses that no longer exist, invalid data or even people who never wanted to receive your emails. And this philippines email address have several negative consequences :
Email providers have a number of filters and criteria in place to prevent users from receiving spam emails . If your emails are marked as spam by more than 0.1% of recipients or have an open rate of less than 15%, the email provider will identify them as spam and they will never reach the recipients’ inbox. As you can imagine, this can throw your entire email marketing strategy into disarray.
As you may already know, data protection laws at European level have become stricter in recent years (the famous GDPR) . If your database contains contacts who have not explicitly consented to receive your messages, you could be in breach of these regulations, and this can lead to serious penalties.
Being flagged as spam can seriously affect your brand's reputation . If users perceive that you are sending spam, you will have lost their trust, and with it the opportunity to convert them into customers.
And finally, dirty databases also dirty your metrics . If your emails don’t reach your recipients’ inboxes or you have a high bounce rate, it’s harder to calculate how effective your email marketing really is and implement strategies to improve your ROI.
Another common problem with databases is poor segmentation and disorganization . For example, there are often problems with data formatting. If you ask users their job title, they will most likely enter several different options for the same position: "marketing director", "CMO", "chief marketing officer"... If you don't have these types of factors well controlled, these users could end up on different mailing lists, when in fact they should be the same. In the long run, this creates a lot of complications for managing your email strategy. So let's see how to start to solve this whole mess.
