How to manage and grow your database

How to manage and grow your database

To be successful in increasing sales you must continuously be updating and growing your database. 30% of subscribers change their email addresses annually, so managing your email lists is now more important than ever*. Neglecting your database will result in outdated data, and using tactical cheats such as buying lists will only lead to emails being flagged as spam, hurting you in the long term.


Spring clean your database

You spring clean your closet, so why not your database? Here are some simple tips to clean your database:

1. Clean your database to make the most of the information you have
When people first enter their details, spelling errors can always occur such as .con instead of .com, so taking the time to check these will lead to valid email addresses and details, which you can then actually use. You can either check these mistakes manually or automatically depending on the features of your database program. You should also remove email addresses that produce hard bounces. Too many hard bounces may lead to emails being blocked, as some internet service providers do that. Also, removing these addresses will help you have accurate analytics.

2. Remove or re-engage non-responders
You may have a list of non-responders, that do not engage with emails or links. This is due to the content you are sending or the time it is being sent, so it is worth analysing. If you are confident in your content, and have a small number of non-responders, then it is time to let them go as they can skew your results and reporting. Alternatively, if you have many non-responders, it is a good idea to roll out a re-engagement campaign.

3. Revive a previously used email database
This isn’t cleaning, but is more like reusing a valuable item that you used to love. These could be users that used to use your service but you no longer contact, and it could be a good idea to touch base with them to peak their interests again. Develop a reactivation campaign, that will re-engage these users with your products, services and brand.


Growing your database

Once you have cleaned your database you can now take measures to grow your database. Here are some simple tips to grow your database:

1. Take advantage of digital word-of-mouth
Prompt current users to share or forward emails using social media details included within emails or including an “Email to a Friend” call to action. This is a simple and cost effective method to get existing subscribers to encourage others that are like them to engage with content that will capture their information.

2. Get competitive
Create an online contest where entrants must enter their email address to be in the running in the competition. Promote the contest on all your social media channels, that way you can capture a wider audience that are interested in you, hence are more likely to join in. You could even have a condition of entry whereby contestants also must like or follow a social media page.

3. Offer valuable content
Produce lead generation content that visitors must provide their email addresses to access. This could be resources, whitepapers, infographics, videos and more. This not only captures users emails and information but also engages them with your content and brand. With this content on your website, ensure you have clear call to actions to entice users to put their details in.

4. Don’t forget about face to face connections
Gather information at trade shows, events, conferences, in store, meetups and other offline means. Some users don’t actively look for information online, so these instances are perfect to collect their information. When you have amassed all the information, ensure that you send a thank you email in order for the prospect to continue on their sales journey to become a loyal customer.

Give these steps a try today to see just how much you can improve by. You will soon see a positive change in your email analytics and an increase in sales.

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