Importance of keeping the customer database clean for successful email marketing
Email marketing is an essential channel to drive sales, but it is even more important to have an accurate and up-to-date customer database. That is why it is recommended that a couple of times a year you spend some time polishing and cleaning the existing database. Keeping your database up to date can have a significant impact on the success of your email campaigns and automated emails. Next we are going to explore the benefits of having a clean database for the effectiveness of the results of the email marketing channel.
Improve delivery rate and open rates
A clean and up-to-date customer database helps ensure that emails are delivered quickly and accurately, meaning they reach the inbox, increasing open rates. When a database cleanup is not done regularly, the chances of emails being marked as spam or bouncing increase significantly. This can cause your emails to never be seen by potential customers, resulting in fewer conversions and a lower ROI for email marketing campaigns.
Increase commitment (engagement) with your customers
With a clean customer database you can segment with different criteria, which will allow you to be sure to send relevant content to the right people at the right time. This will help increase engagement with your emails and improve the effectiveness of your campaigns or automated emails. By targeting your customers based on their past purchases or interests, you'll be able to send messages that resonate with them and encourage them to take action and return to your online store.
Reduce errors and unsubscription rate
No one likes to receive an email with information that does not interest them, therefore, sending emails with incorrect information or typographical errors is a mistake that brands should avoid. It could cost both brands and their potential customers, a bad experience that will cause them to opt out of your customer list. On the other hand, if they receive interesting content about a product or promotion that they have previously shown interest in, there is a high chance of creating a lasting relationship between the customer and the brand.
Cleaning your customer database helps ensure that all information is accurate and up-to-date so that errors can be prevented before they occur. This will save time and money for brands, as well as help maintain customer trust in the company's brand image and reputation.
You save money
Certain email marketing and marketing automation platforms charge for the monthly plan for the number of profiles that brands have in their database. By having inactive customer profiles or those who simply no longer show interest in the brand, it generates an unnecessary expense for the monthly payment for the reasonssu imna platform, making it important to keep the database up to date.
There are platforms like Klaviyo , which allow continuous monitoring of customers, allowing brands to create more precise segmentations on different customer profiles, and thanks to automatic flows, they will be able to constantly reactivate inactive profiles or tag them to eliminate them from the database. of data.
Therefore, cleaning the customer database is essential for the success of the email marketing channel and boosting customer retention. It ensures that emails are delivered quickly and accurately, which will increase open rates while boosting conversions from this channel. Additionally, it will allow you to target customers more effectively by providing relevant content that resonates with them, increasing engagement and increasing ROI. Taking the time to clean up your customer database may seem like a daunting task, but it's worth the investment if you want to see successful results in this channel! We recommend doing it at the beginning of the year and before the peak season campaigns. Do you need help with your email marketing strategy and promote sustainable growth of your eCommerce? We are experts in enhancing the email marketing and marketing automation channel. Contact us.