The direct email campaign that you run will be as good as the data that you use. And for having a clean, valuable data, you need to have a proper data cleansing strategy in place. The reason for implementing a strategy is to ensure that your data is clean so that you refrain from wasting your time and money on prospects who no longer stay at the address mentioned on your file or who don’t want to receive your emails anymore. 


No matter what business you deal in, having a data cleansing strategy in place is always a good practice. Data cleansing is scrubbing your mailing list and making sure that you only have the details and information about people who are alive and would like to receive emails from your business. It also includes checking for the contact details of your prospects present in the list in order to prevent you from sending mail to a wrong address in the future. 


Before embarking on the data cleansing process journey you might want to put a clear emphasis on the principles for cleaning the data. These principles should be discussed with all the staff levels and then approved by them for providing the guarantee of acceptance and for increasing the probability of the reliability of the ongoing data process. In the case of data cleansing, the saying ‘those who fail to plan, plan to fail’ is accurately true here. As far as business principles are concerned they should be known by almost everyone in the company right from the earliest starting point for guaranteeing that you can track the data reliability that is required is achieved. 


An effective data cleansing strategy is a very critical step to scrub and cleanse your data. You can consider data cleansing to be a regular business process so that you can detect, remove or later evacuate outdated, inaccurate or corrupt data that you might have gathered from different sources such as computer systems, databases, tables or some third party list providers. If you want your data cleansing system to be efficient you need to appoint a person in place, if not an entire team, who can take charge of operating it within the organization. 


Here are a few guidelines that you can use for coming up with a data cleansing strategy for your business. 


Identify When Was The Last Time You Contacted Your Clients


There are a few organizations that, unfortunately, end up sending some handful number of emails to clients which results in them neglecting to speak to a large number of clients for a long period of time. The reason for this outcome is that the mails that are mailed are in the sequential order and hence, the prospects or clients with their last names in the last halves of the letter do not receive the emails at all. The reality is that you might still have a great number of contacts that are correct but due to problems like these, you are not able to contact them. In this case, all you need to do is to develop a promotional message to attempt and re-engage with such valid customers. Also, by re-connecting with a few clients you may come across a few to whom the messages were undelivered. Such a piece of information will help you clean your database and build a data cleansing strategy where you will end up sending messages to clients that are actually interested in your business.


Eliminate Duplicate Names


An objective of your data cleansing strategy should include an immediate cleansing and checking action in order to determine duplicate information. Send the same piece of mails as a direct message to the same set of people for multiple times will not only be a waste of resource or time but it might also cost you with people unsubscribing your business. Therefore, it is necessary that you check the database for duplication and eliminate them.


Merge Your Data Carefully


If you are merging databases or transferring data from a database to another, you need to ensure that the data fields remain the same. If you transfer your data and it ends up moving out over different domains, your message might end up being delivered to a wrong person, at the wrong address.


Create A Data Cleansing Practice


You will get into a regular habit of cleansing your databases all the time by creating and implementing a data cleansing approach. You can also use the approach to efficiently plan how your customers will receive, store and manage their details. A data cleansing approach is perfect for every kind of organization if taken and implemented seriously.


Establish A Data Cleansing Strategy Plan


What are the best practices for cleansing data? The very first step of creating a data cleansing is to strategize and plan it. This may sound a bit overwhelming but you need to start it at the highest level. You can ask the key stakeholders a few questions that will help you determine the path towards your plan.


If you ask them for their questions, you might come across and identify the current state of the process. You can also determine what can be improved. When you have these answers you can put them together and create your data cleansing strategy.


You also need to determine your goals and objectives before you move ahead. You should ask yourself if the expectations you have set are realistic and it is worth the cost. Out of all the best practices, this step is the most important one.


Data cleansing strategy is important for the success of every data-centric organization. By now, through this article, it must be clear on how to design your data cleansing strategy and all you need to do is implement it into your business.

Kartik Jha

Author Kartik Jha

Digital Marketing Manager of with 4.5+ years of experience in Internet Marketing.

More posts by Kartik Jha

Leave a Reply