Want to create more personalized campaigns for your subscribers but don’t trust the data you’d need for additional personalization or for segmenting your customers effectively? If so, then it’s time to review and update your subscriber data.
Here are some considerations for streamlining this process:
1. Review Webforms
Where are you currently getting your new subscribers? If it’s through webforms, review the effectiveness of the form. Is it up to date? Active? Eliminate forms no longer in use that are clogging up your account. It can be confusing to have multiple webforms in the account, especially if it is not clear which ones are active. Make sure you only require the most important data needed to target your subscribers effectively. Asking for irrelevant data will only lengthen your forms and could cause form abandonment.
2. Data Field Review
Get a list of all fields that exist in your email database and spot check for any duplicate, old or unused fields. For example, your database may include duplicates such as first name, last name, and full name. Remove fields that are unnecessary or repetitive.
3. Lists & Segments
Your program may have started with a single master email list and evolved into multiple lists and various segments. Ensure that your lists and segments complement your current sending practices and frequency. From the subscriber’s perspective, it’s great having multiple list options but only if the value of each list is clearly defined. Clean up old list options and remove any outdated segments.
4. Remove Old Test Sends
It is maddening to sort through hundreds of test sends to find the “real” message results. Make your life simpler by clearing out old test sends today!
5. Old Templates or Folders
Are all of your templates up to date or are there some older templates no longer in use? Perhaps there are old folders that have not been accessed in quite some time. You may download these old templates and archive them on your computer. This way, you’ll never accidentally send an older version of your template with incorrect or outdated information.
6. Download Your Database
Spot-check your field information for errors. Scrubbing the data will require some work, but you will greatly decrease the chance of using incorrect or obsolete field information for personalization, dynamic content and segment building.
After all this cleansing, you’ll have a database that gives you confidence in your data. That will help you improve segmentation, which leads to increased subscriber engagement and better email results. Perhaps you will also be inspired to collect new, meaningful data that can be leveraged for future life-cycle messaging.