Spring is in the air! (Well, at least for people not in Colorado - sorry that the weather postponed the Road to Revenue Tour this week).
With the weekend upon us I was looking at my to-do list and saw that it's spring-cleaning time, which got me wondering about cleaning a contact database. My family moved to a bigger house last year and I wonder if spring-cleaning is now going to be any harder. A neighbor keeps their house looking like it's ready for a designer magazine photo shoot , so naturally my competitive nature got the better of me and I wondered how we might stack up against them. So let’s take a look at how we, as Modern Marketers in different industries, stack up in spring-cleaning our contact databases and, in the end, if it matters.
The first thing to note is that bigger is not always better. Though some of the industries with larger databases do a great job in keeping them clean, it does not necessarily mean they get better click-through rates on their emails. In fact, the Retail Trade industry has the best click-through rate and a very clean database - but has one of the smaller database sizes on average.
The second point is that there are some high performers in click-through even though they keep keep many unreachable contacts. Interesting that it's the transportation and warehousing industry that keeps so many unreachable contacts around, but also has one of the highest click-through rates - I guess they're just used to storing lots of stuff!
So we can conclude from this that even if you don't do a great job cleaning out the junk in your database it does not mean that you are going to have any less effective marketing activities. That makes some sense: creating compelling content drives good click-through, but not if you are sending it to unreachable contacts. How do people get good click-through with having a lot of junk lying around? They use segmentation to be sure they are sending to the right contacts and do progressive profiling to keep collecting more data. So don’t fret about having some dead weight lying around - build good segments, spend your time automating awesome campaigns with great ROI, and focus on generating valuable leads.
Now if only I could just ignore the junk lying around my house!