How Clean Is Your Data?

By Peter Simmonds

Last week we launched ‘Data Integrity Scoring’ for our clients here at dotMailer. It sounds complex but it isn’t – it’s just very, very useful.

The quality of your data is a critical factor in your deliverability rates and response rates.
The cleanest, most responsive data is that which you’ve collected yourself from your website or viral promotions, or at any touch point with your prospects and customers.

Sometimes however, buying a quality list of legally opted in prospects is an option marketers choose to pursue, in order to extend the reach of email marketing campaigns.

So to help monitor the quality of our clients’ data we’ve introduced data integrity scoring to dotMailer.
On upload of new data to a client’s address books, dotMailer automatically checks the contacts being loaded for ‘integrity’.

The system scans the data, looking for email addresses that are not likely to have been opted-in, e.g. ‘info@…’ ‘contactus@…’ and ‘abuse@…’

dotMailer will also look for email addresses that are flagged as mandatory suppressions on our system. These will be complainants who have requested not to be contacted by any email sender again. We’ll look for frankly ‘dodgy’ email addresses such as the ubiquitous ‘Donald Duck’ and score your uploaded data on its integrity in terms of containing what is likely to be legitimately opted-in contacts.

If we think there’s cause for concern for in the data a client has uploaded then their Account Manager will give a call to let them know what we’ve found and advise on how they can go back to their data supplier and ensure the data being supplied is what they have paid for.

It’s all part of our fight against spam and for the best service for our clients.

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