8 Myths About Data Hygiene

Successful direct marketing campaigns use clean data records with contact information that is deliverable and targeted to the right prospects. How can you keep your data clean? Don't fall for these common data hygiene myths.

Myth No. 1: Data Hygiene Vendors Use the Same Methods

Vendors have widely differing skills, processes and definitions of what data hygiene, data cleanup or data scrubbing is. Check vendors carefully to find the right match.

Myth No. 2: I Don't Have Enough Information

If the contact information you have accumulated in your database is lacking, don't worry. You can run data cleansing on your records to pinpoint target segments, allowing you to send relevant offers, despite having limited information.

Myth No. 3: Getting Personal Means Getting the Name Right

Just because someone's name is spelled correctly doesn't make it personal. Relevance does. Append information to records that indicate if a customer is a parent, a homeowner or someone who actively uses e-mail.

Myth No. 4: E-mail Marketing is Second-Rate

Databases that have no e-mail addresses cut your efforts off. What's the most common Internet activity? E-mail. It is what's visited most often and logged out of the least.

Myth No. 5: The Economy Makes Data Hygiene Irrelevant

In fact, a majority of businesses are planning to put more money toward data hygiene and relevant marketing this year than they ever have before.

Myth No. 6: I Can Do It Myself

Because contact data is acquired from so many sources, the risk of error is unbelievable. It would take more time than it's worth to try scrubbing the data yourself.

Myth No. 7: Once a Year is Good Enough

No. Business data degrades at a rate of 3 to 6 percent per month. By the end of a year, one-third of your "clean" database is useless.

Myth No. 8: Getting a Good Vendor is Chance

Reputable hygiene vendors will work with a sample of your data so you can determine which one does the best job for your needs.

Sources:

The Business of Database Marketing - Racom Books

Fuel4arts : Data Hygiene - http://www.fuel4arts.com/content/view.asp?id=5360&type=S

Brand Republic - http://www.brandrepublic.com/MarketingDirect/Features/803769/Digital-print-art-needs-data/

Citation Software - http://www.citationsoftware.com/faqDataHygiene.htm

EMarket2 - http://www.emarket2.com/index.php?option=com_content&task=view&id=59§ionid=5&Itemid=1386