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Data Cleaning
Direct Marketing

Data cleaning leads to more effective marketing campaigns and increased response rates

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Feb 12, 2024

Data will inevitably deteriorate over time so keeping your data clean and current should be a priority.

So, to continually improve the ROI of your marketing campaigns carry out annual data cleaning.

Data cleaning can save your business time and money, enhance online reputation and continually provide sales leads.

Why do you need a database cleanse?

Information doesn’t remain static, as businesses grow and change, data decays. In today’s world, data is a highly valued business asset so why wouldn’t you keep it in good shape? 

More Than Words Marketing are data experts and know just how to deduplicate and cleanse your data, ensuring long-term data quality.

Clients use More Than Words Marketing’s data cleaning service to ensure that they have accurate and high quality data for sales and marketing purposes.

Our data cleaning process

We keep a client’s data clean by:

Correcting data errors

Our data cleaning process will identify bad data and highlight areas for improvement. An audit is the first step towards improved return on investment, increased customer loyalty, and, ultimately, higher sales.

Replacing duplicate, inaccurate, and omitted fields

A message sent to the same individual or business more than once can cause a number of issues. For starters, it wastes both time and resources, and has a negative effect on customer service. 

Second, even if your campaign is good, sending multiples of the same message makes you look disorganised and unprofessional. This is especially true when sending mail or making telemarketing calls.

The process is fairly simple, but it may take a while depending on the size of your database. Once we’ve determined you only have one of each data entry, we go through them carefully and correct any errors. 

We identify messy data, dirty data and any incomplete data point, filling in the gaps to increase the value of your data.

We also consider data consistency. Are all your categories consistent? Do they follow the same format? Making these changes ensures that your data is working hard for your organisation.

Monitoring legal compliance

Individuals and businesses in the UK are protected from unsolicited marketing messages by various rules. These regulations come from Europe under the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR) and sit alongside the Data Protection Act.

Any direct marketing such as by phone, email and postal mail is covered. The GDPR (General Data Protection Regulation) introduced in 2018 has increased the importance of data security and permission.

GDPR (section D, article 5) outlines specific measures organisations must take to ensure they safeguard data integrity. Updating your dataset regularly provides you with accurate data and prevents you from contacting customers who have opted out.By doing this, you can avoid hefty fines for any GDPR or law violations.

More Than Words note – read our privacy statement here.

Data cleaning for updating organisation and contact information

A dataset with missing data will never be effective, but we can fill in the gaps.

Email verification

In B2B marketing, 6 in 10 marketers use email for their most effective marketing, and most companies find it to be more cost-effective than other marketing channels. 

Over time, your business will accumulate a list of businesses, schools, and public sector organisations that have not yet purchased from you.

By adding up-to-date email and contact details you can increase the value of these records. We can even add details that you don’t currently have, with our email appending service.

Email appending

Contacting existing clients is 9 times more effective than finding new ones. 

Send us any dataset you own, including any old marketing databases from multiple data sources. Our email appending process takes these records, looks for incomplete data and adds any missing value for each of your prospects.

How does data cleaning benefit you?

By regularly cleaning data so that it is accurate, precise, complete, and consistent improves sales and reduces costs. This is because marketing campaigns that use clean data deliver better results.

Increase revenue

Targeting consistent messages to the right audiences will boost campaign results and drive enquiries which increases sales. 

Clean data makes it easier to identify high-value prospects so you can send personalised messages to generate high-value business.

A clean prospect data set ensures that you are contacting valid customers and will also make the customer experience better.

Improve team productivity

By keeping database’s they work with accurate and clean ensures that your team are successful with lead generation and don’t spend time sifting through lengthy inaccurate data records which don’t perform.

Streamline data across channels

Cleaning data prepares you for successful multichannel marketing campaigns. A multichannel approach involves connecting all online customer experiences through seamless offers and advertisements. 

The nature of multichannel experiences requires accuracy and integrity in data because poor data can result in lost business.

Having accurate data across phone, postal, and email channels allows you to implement your contact strategies effectively.

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We can help you with data cleaning

Customer and prospect databases are assets for generating revenue and leads for your sales team.

With the highest quality and most accurate marketing data available, More Than Words can offer data for UK businesses, schools, and public sector organisations.

Let us update your prospect and customer databases, we’re available on 0330 010 8300 or you can click here to email us.

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We can help you with data cleaning

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