Cleaning data is a vital component for successful marketing campaigns. An email аddrеѕѕ іѕ for thе mоѕt раrt a unique іdеntіfіеr fоr еасh of your individual contacts. Sоmе mаrkеtіng рlаtfоrmѕ сhаrgе уоu аddіtіоnаl fоr going оvеr a specific lіmіt оf соntасtѕ, ѕо іt’ѕ vital to mаnаgе thеm еffесtіvеlу аnd dіѕроѕе оff some оf уоur unеngаgеd or unrеѕроnѕіvе contacts. Keep in mind that you still want to have a list of your unsubscribed and bounced recorded somewhere so you do not acquire them again or worst break a rule by emailing them again by mistake.

Deduping contacts/leads is usually done by identifying duplicate email addresses, first name/last name, phone numbers and addresses are some ways to identifying them. De-duping between leads and contacts for those using tools such as Salesforce should be integral part of your data clean up.

If contacts are missing information, you can try using dynamic forms to append that information or append it using 3rd parties. Complete information will allow you for better segmentation, reporting and overall better marketing.

You should also ensure that contact data is normalized. Normalizing and standardizing data should be done right in your marketing automation tool. This will make segmentation, lead scoring and marketing operations better.

Finally, your bounced emails should be either updated by acquiring an up to date email addresses or acquiring new emails to replace outdated emails. Updating a record with the latest data makes sense for B2B marketing, as people change jobs every couple of years making their old title, company name and email irrelevant.

Once marketing data is cleaned, deduped, normalized and appended, you are now ready to use the data for reporting, email marketing and other marketing activities.

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