Are you forgetting about hygiene?
No, not yours. Your data hygiene!
Look, data hygiene certainly isn’t the “sexiest” of topics out there. Despite this though, it’s a critical and necessary part of your organization’s regular processes. There is a VERY good chance it may be costing you thousands or maybe millions in expense. More on that in a minute.
Chances are that throughout the years your organization has collected, inputted, and recorded a lot of data. Simply put, if this data is inaccurate or incomplete, it can create a significant impact on your top and bottom line.
Let’s take a look at email as a simple example.
Answer this question for yourself: How many email addresses do you possess?
Chances are, you have more than one.
Perhaps you have a work email, a personal email, and a few others to sign up for various promotions, lists, and newsletters. You probably have other (countless) ones you’ve created throughout the years which you no longer use.
Identifying a primary email address is, therefore, very important because most people have several email addresses varying in actual day-to-day use.
You might have a thousand, ten thousand—heck—a hundred thousand email addresses on your list, but if half of them are no longer in use, what good are they?
You could be creating strategies to boost your open rates, for example, and not realizing that no strategy can be effectively deployed if the data you possess isn’t accurate.<
This is why data hygiene is important.
This goes beyond email, by the way.
Did you know that, on average, 33% of the population moves each year? In other words, if you’re not conducting at least yearly data hygiene practices, up to a third of the physical addresses you have on file may no longer be valid.
We’ve seen this problem unfold in the real world. One of our clients, prior to engaging RMG, created a campaign to send out brochures to 3.3 million people. The issue was that 1.5 million of the addresses they had on file were either fake or no longer valid. Thus, their entire strategy including their costs to create the campaign, their lead and client acquisition costs, and the overall effectiveness of the brochure outreach were completely off target. And it was costing them over $2.5M!
Had regular data hygiene been a part of their processes, the campaign could’ve been a smashing success rather than a telltale example of what could go wrong.
Don’t underestimate the power of data hygiene.
For 35 years, RMG has been an industry leader in data analysis, measurement and implementation. If you’re interested in learning more about this crucial practice, get in touch.