A metric caught my attention in a HubSpot blog post I came across today (The Email Campaign you Need to Clean Your List & Re-Engage Subscribers). According to the post, 25% of your marketing database will erode over the course of a given year. Here at ReachForce we’ve found that number to be closer to 30%, but either way it’s a huge number of contacts that negatively impact your marketing campaigns on countless levels.
The author, Melissa Miller, offers an interesting solution to help: a re-engagement campaign. Miller states that this type of campaign can be used to, “identify which portion of your list you should retain, and which portion you’re better off removing.” She continues with a rationale and then a step-by-step guide to help you launch a campaign of your own.
I like it. I do have to wonder, however, if this type of campaign would be necessary if the marketing organization had a proper database maintenance program in place; a systematic methodology of cleaning, de-duplication, and appending or correction of bad data.
The need for such a program is well documented. A survey conducted by IBM's Global data management division reports that 75% of U.S. marketers face challenges based on the poor quality of data and more than 50 percent are incurring extra costs due to dirty data. A Data Warehousing Institute study puts those costs at more than $600 billion a year for US businesses.
So what do you think? Is a campaign the best way of getting your database up-to-speed the best route? Is it data maintenance? Is it a combination of both?
How do you ensure your marketing database is up-to-date and bad data isn’t hurting your performance? FYI, click here if you’d like to see how we get it done at ReachForce.