How Modern Marketers Stack Up in Database Spring Cleaning [CHART]

by John Stetic on April 14, 2013 in Marketing Measurement

Spring is in the air! (Well, at least for people outside Colorado. Sorry about the weather postponing the Road to Revenue Tour this week!)

The other day I was looking at my to-do list and saw that it’s time for spring-cleaning, which triggered the thought of how important it is to keep a clean contact database. Considering my family’s recent move into a bigger house last year, I’m wondering if spring-cleaning will be more challenging. Our neighbors keep 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.

With cleaning and maintenance in mind, for this week’s chart I took a look at how Modern Marketers across different industries stack up in spring-cleaning contact databases. Check out the analysis below:

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  • The first thing to note is that bigger is not always better. Though some industries with larger databases do a great job of keeping a clean database, it does not mean they get better click through rates on their emails.  In fact, the best click-through rates are yielded by the Retail Trade industry, which generally maintains clean, though smaller database sizes on average.
  • The second point is that there are some high performing click-through rates even though they keep a large percentage of ‘unreachable’ contacts, or those contacts who are neither opted out nor bounced back from email marketing.

Interestingly, the transportation and warehousing industry keeps a larger percentage of unreachable contacts in their databases, but still yield one of the highest click through rates. I guess they’re just used to storing lots of stuff!

The conclusion? Less than perfect database cleaning doesn’t necessarily translate to less effective marketing activities. It’s true that creating compelling content drives good click-through rates, 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 ensure they’re sending to the right contacts, and progressive profiling to keep collecting more data. Manage your contact strategy in a more focused way by building appropriate segments and automating awesome campaigns with great ROI from valuable leads.

Now if only I could just ignore the junk lying around my house!

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