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The cheater’s guide to maintaining a clean database

Did you know that approximately 20% of email addresses churn every year?

That means 1 in every 5 people who subscribe to your email newsletter will have an out-of-date email address within the next 12 months!

It’s scary isn’t it? But that’s just the way of things. People change their details, they move jobs and they close their email accounts.

So, a really simple way of maintaining an up-to-date database is to include a link to an update profile from within every email you send.

The importance of having an update profile link in your emails is obvious – it helps keep your contacts in your database as up-to-date as possible. Another very important reason is that without it, your recipients may just unsubscribe instead!

Before people change their jobs and/or email addresses they may want to update their email subscriptions to make sure future emails don’t get sent to the old address.

To do this, they are going to look for an update profile link within your email message. If they can’t find one, and you’re lucky, they might email you direct to ask you to change it. Otherwise it is usually easier for them to just unsubscribe.

Here’s a quick tip, include an update profile link next to the unsubscribe link in your emails.

Unsubscribe | Update Profile

So don’t make it hard for people to update their details and be sure to include an update profile link in your email messages. In the Vision6 system:

  • the details will be automatically updated in your database so you don’t have to manually change them
  • you can track the number of updated profiles via your email reporting
  • you can bulk export updated profiles from your reports
  • you can receive a notification every time an update occurs – this might be to yourself, or your IT team if they manage a separate CRM where the details also need to be updated

To learn more about keeping your database up-to-date sign up for my free ‘Managing Contacts’ training session.

MelinaPosted by:
Melina Kellam
Training Manager
 
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