3 Reasons Why it is Important to Keep Your Database Clean

You have a database with the details of numerous people – details that you have collected and stored over the years, and you keep collecting them. As a result, your database is getting heavy, hard to navigate, maintain and use, and probably quite out of date. The best thing you can do with it is give it a proper clean up and learn to schedule database cleaning at least once a year. Why? Let me explain.

Wrong Information / Wrong People

Sometimes people provide their details, or even the wrong details, to get freebies or deals offered in exchange, and then forget all about you. When they get an e-mail, a call or any other advertising action, they often choose to ignore it by deleting it without even having a look. Obviously, these people are not interested in your business and are not prospective customers. The best thing you can do with their details is to remove them from the database. Thus you will save yourself time and cost by sending information to the people who are interested in it and will not bother those who are not.

Useless Data

A popular but wrong idea is that you need to store everything in your database. However, there is no use doing that if the details you have are incorrect or no longer needed. For example, if you have a database of all the users of your website and some of them deactivate their accounts, you don’t need to keep their details any longer. What’s more, you may have a legal obligation to clean your database and remove all the data you no longer need – so check the laws and make sure you comply!


If you use your database for marketing and promotion, for sending out e-mail marketing campaigns as an example, your email system will usually gather statistics that tell you how many people opened your e-mail, or deleted it without opening, how many e-mails bounced, what was the average time spent reading the e-mails etc. You can use these statistics to clean out your database. If you have a few consecutive bounces, or a few immediately deleted e-mails, chances are these people will never use the information you provide to them, so you might as remove them. Make sure you have an ‘Unsubscribe’ or ‘Opt Out’ function that actually works – this is a great way to keep your database clean and make people happy at the same time.

What Are the Benefits?

There are a number of benefits related to keeping your database clean and tidy. To start with, you will improve your communication with your prospective customers, as you will be actually contacting only relevant people. You will increase sales and performance as you will be able to focus on the people who want to be on your database, not the ones who never knew it existed. As mentioned above, you will save on time, cost and efforts and you will meet any legal requirements you might have for maintaining your records. And finally, everything will be clean and tidy, easy to use and navigate, and up-to-date – and we know only too well that few things are better than a neat database!

We can help you sort through your database and decide what to keep and what to remove. Book an appointment with us.

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