Businesses spend a lot of time and money collecting data and building their prospect databases yet many of these businesses fail to cleanse this data and keep it up to date. With such an important asset, protecting this investment that provides the lifeblood for their business, data cleansing should be a top priority.
Below are 6 way that data cleansing will help you save money and grow your business.
1) No More Duplicates
Sending the exact same communication to your customer or prospect may be just a mild irritation but it will damage your image with them, and overtime it will begin to create a negative impression. This could simply result in them unsubscribing from your mailing list, but every lost subscriber is potential lost future revenue.
As well as damaging your credibility it is also costing you money for the pleasure with every duplicate action being an unnecessary cost.
2) Know Your Market
Knowledge is power, and data is a great source from which you can gain knowledge, but out of date & inaccurate data could be providing inconsistent and out of date insights.
The fast pace that data now changes means that cleansing your data is necessary to be able to gain accurate insight and usable knowledge. Clean data allows you to create actionable reports and analyse your database.
3) Ensure Your Communications Are Seen
Marketing your company involves demonstrating your businesses professionalism and expertise. How can this image be portrayed if your communications contain inaccurate information, or do not even arrive? Data cleansing ensures that the data that you are using for marketing has the latest addresses and that they are formatted correctly so your communication will arrive.
4) Accurate Segmentation
If you are receiving less than expected results when marketing to your database, the problem may be that you are communicating too broad of a message.
Segmentation allows you to tailor your messages to the most appropriate prospects, providing a more relevant proposition and increasing credibility.
Data cleansing is essential when segmenting your data, ensuring information is complete & accurate, allowing fact based decisions to be made.
5) Improved Morale & Efficiency
So you have motivated your team, all of your offerings are decided and it is time to hit the phones!
First call “Sorry, Tom has now left the company”, second call wrong number, third call “Hi, I remember you, unfortunately I am no longer in that department”. Maybe it’s not as bad a this but it doesn’t take long until the wrong numbers and old information begins to destroy your teams and your confidence.
Data cleansing will correct wrong numbers, and addresses and with data enhancement the most appropriate contact can be added.
6) Save Money
Old inaccurate data directly cost you and your business money.
Whether it is by duplicating actions, sending communication to old / incomplete addresses or by losing sales due negative impressions and loss of trust you are losing money that could easily be stopped by cleansing your database.
Data cleansing is not as expensive as many people believe. If you would like to see how accurate your data is, we offer a free data health check that will show you exactly what needs updating and how much it will cost.