Your worksites aren’t the only things that need cleaning. A clean email database helps drive business and increase sales.
We take time to clean our homes, our offices, our bodies, but when’s the last time you checked to see if you have a clean email database? If the answer is anything along the lines of “not recently,” it’s time to find out what you’re missing out on.
We clean to make things new, or almost new, again. Cleaning your office or home gives you a fresh start, which tends to make you more efficient and more productive with your other work.
Email databases are no different. Imagine an email database that looks like a messy bedroom. How can you find anything in there? And how can you start new projects when everything is so out-of-order?
Now imagine a clean room. Ah, isn’t that better! The same is true of a clean email database. Getting rid of those faulty emails, leaving yourself with a list of customers who want to hear from you—it’s a whole different way of working.
But what does a clean email database matter? Does it affect business that much? The answer is, yes! In fact, there are several advantages of an up-to-date database.
Make email database maintenance a breeze with Janitorial Manager. Sign up for a free demo today to see how we can help!
A clean email database is simply a database of your prospects that you’ve “scrubbed” to weed out dead-ends and people who aren’t engaged with you anymore. That’s not to say that you should take someone off your mailing list because one email didn’t get read. It’s more nuanced than that. But if you find that your click-through rates are dropping off or that engagement is down, you’ll want to find the prospects who’ve been regularly pushing you away and, in most cases, sever ties.
Thankfully, scrubbing a database is a lot easier than it sounds, particularly if you use janitorial management software like Janitorial Manager to store and maintain your client records. Most CRMs have features that allow you to scan your contacts for outliers and get rid of unresponsive email addresses, all with just a few clicks of a button.
But why would you want to? What are the advantages of a clean email database? Are there any drawbacks?
5 Reasons you want a clean email database right now
1. Improved conversion rates
The most noticeable advantage you’ll enjoy from cleaning your email database is improved conversion rates. That may not technically mean more sales, but it does mean fewer turn-downs, which makes a big difference in your monthly numbers.
2. Lower bounce rate
Just like a clean email database will make your conversion rate increase, it will make your bounce rate decrease by removing inactive email addresses from your list. And when your bounce rate decreases, you save money by only sending emails to people who are likely receiving them (and hopefully opening them).
3. A better reputation
If you’re sending emails to addresses who never open them, it looks like you’re blindly spamming a bunch of people, which can make your business come across in ways you might not want. Demonstrate that you’re the reputable email marketer you are by removing as many invalid email addresses as you can.
4. Better data
When invalid addresses are included in your email marketing metrics, your numbers, as we’ve said, are going to look worse than they are. By using a clean email database, you can get a clearer idea of what’s working and what’s not with your marketing campaign and how engaged your active clients are.
5. Avoid deliverability issues
Too many bounced could result in your email server blocking you from sending emails altogether, which would be terrible for business. Avoid running into issues like this by proactively scrubbing your lists and making sure you’re sending to as many active addresses as possible.
When to clean your database
Unlike a messy room, you can’t—for the most part—see when your email database is messy. You can be pretty sure, though, that if it’s been a few months, it’s probably worth doing a thorough sweep. If it’s been longer, a thorough scrub is more like it. Like anything you clean, it needs to be done regularly.
If you’d like to zero in a little more on the timing, look at your email campaign statistics. Shrinking click-through rates, increases in bounced emails, and recent unsubscribes are all indications that it might be time to scrub that database.
Cleaning your database can save you a lot of money and a lot of headaches because you’ll only connect with customers who have an interest in doing business with you.
Keep your email database maintained and organized with Janitorial Manager. Schedule a free demo to see what else we can do for you!