The database is of poor quality

[samiaseo222]

As incredible as it may seem, databases are still being purchased in 2021. Have you received commercial emails from brands you've never heard of in the last few days? Probably, but when we talk about poor quality databases, we're not just talking about the GDPR and the legal point of view .

The first question you should ask yourself is whether your database has the information you need . What are we talking about?

Explicit data . The information that a contact consciously provides when filling out a form: name, surname, email, etc.
Implicit data . Information that you controlling directors email lists can extract or infer based on the type of materials that have been downloaded, what pages have been visited on your website, what emails have been clicked on, etc.

If your database is limited to a name and email, you should consider how to get the information you need. For example, tailor your forms to the type of data you'd like to collect . Is your brand looking for B2B customers and is the size of the company a critical factor for you? You can incorporate a field into your forms that asks for the number of employees at the company they work for. Does the province, country, or sector affect your sales process? Find a way to collect that information.

Just because you've got a database with permission and relevant information isn't a guarantee that you're doing things right, either. Consider how up-to-date that information is, too . If your contacts are from a trade show or a campaign six years ago, it's likely out of date. Even well-crafted databases decline by an average of 22.5% each year . If you haven't worked on that list since then, your open rate will likely suffer, and your bounce and unsubscribe rates will likely skyrocket.