What are the Benefits of Data Cleansing?
Data cleansing is…
Data cleansing is the process of altering data to ensure it is accurate and correct.
A data set is checked manually as well as against various databases to:
- Remove duplicate copies
- Remove or amend incorrect details, such as physical addresses or out of date emails
- Remove deceased data files
- Remove data files for people that have opted out of communications through services like the MPS (Mail Preference Service)
A clean and accurate data set will ensure communications are only sent to people that will have a genuine interest or benefit.
What are the Benefits of Data Cleansing?
Improved decision making
Quality data deteriorates at an alarming rate.
Did you know, on average B2B data decays at around 35% per annum?
Cleansing data helps maintain quality and enables for more accurate analytics that aid in the overall decision-making process.
Utilising up-to-date data will help you to build a greater understanding of your audiences and develop more effective strategies that will contribute to the overall long-term success of the business.
Boost results and revenue
Clean data makes for better results and greater ROI on marketing and communications campaigns.
Delivering a targeted and consistent message to appropriate audiences will positively impact results and generate far higher response rates for campaigns.
This increase in responses and interactions will help achieve overall business goals and drive revenue.
Clean data also helps marketers to identify high-value prospects more easily. By segmenting data sets marketers can target individuals with personalised messages that are more likely to generate high-value business.
Save money and reduce waste
Data cleansing reduces the waste associated with physical marketing strategies like direct mail marketing.
With an up-to-date data list, you can ensure you are contacting people that have a genuine interest in your message. This greatly reduces the likelihood of your mailing being thrown away before it’s read.
Cleansing also helps by removing incorrect details that may affect mailing accuracy. This includes details on people that have changed work/home address or even passed away.
By excluding these contacts you reduce the amount of printing and distribution required for mailings. This saves money and minimises the environmental damage of your campaigns.
Save time and increase productivity
How many hours per month are wasted by sales and marketing teams on calls and emails to expired contacts or people who simply aren’t interested?
Probably more than you would like to admit.
More accurate data reduces the time wasted contacting invalid prospects and customers by phone or email. By maintaining a quality data set you can boost the productivity of staff and positively impact the business as a whole.
Additional Benefits of Data Cleansing
People don’t want to receive information that has no relevance to them. More often than not spam mail and unsolicited contact will damage the reputation of your brand.
By maintaining accurate data you ensure that your communications only reach people that would benefit from them. Not only does this increase the likelihood of generating business, it also helps maintain your brand integrity and reputation.
Minimise compliance risks
With the introduction of the GDPR, data security and permissions are more important than ever before.
Regular cleansing of databases helps businesses to keep tabs on customer contact permissions and ensure people who have opted out of communications are not contacted by the organisation.
Maintaining a clean and organised data set will help avoid the hefty fines associated with breaching GDPR and other legislation.
Data Cleansing is Quick and Easy
One of the greatest benefits of data cleansing is how fast it is.
At Central Mailing Services we are able to process as many as 100,000 data entries every 30 minutes!
We are also able to provide complete data management solutions that are both ISO 27001 certified and GDPR compliant.
Get in touch today to find out more about our data cleansing services, we’d be happy to help.
Call us: 0800 699 0501
Email us: firstname.lastname@example.org