One of the tasks that usually generates the most panic and is most necessary is cleaning users, eliminating those with whom we are not achieving results. One of the things that we have learned in recent years and that has given us better results is to throw away what is not worth . Putting the focus correctly and thereby achieving an optimal orientation to results (and therefore measuring and testing everything) should be our main ally. barbara creecy email address , And for that it is necessary to carry out a cleaning and a deep analysis of our database at least every 6 months (it all depends on your cadence capturing subscribers).
The vast majority of people would put their hands on their heads. I respect those who are only looking for volume and feed their ego with the data. But we are looking for results. And the results are not obtained with volume but with the right mix of volume and quality . Think about it, what’s the use of having 20,000 users if they haven’t interacted with you since they signed up or for more than 6 months? Yes, at the time they would like to receive our news, but then their day to day is full of information, more or less useful, that makes them quickly forget if they had subscribed to one site or another.
Why do you need to remove half or more of your subscribers?
Optimize your database
You don’t want to have anyone who isn’t really connected. In Inbound we are interested in maintaining a manageable volume but, above all, connected users. If the user is not connected, we will not be able to use it to carry out lead nurturing campaigns . So having that volume of data without optimizing and, what is worse, using it, will only generate worse metrics in the results.
Put focus
This is not a competition to get all the users in the market. It is a project that needs results and, therefore, if we think about results, everything that separates us from them must be eliminated. There is no compelling reason to retain a user who has not interacted with us in the last 6 months. And if there is not even a minimum evidence that the user is going to suddenly activate one day, do not spend efforts on those that have not generated anything and duplicate the efforts for those that have.
Correct metrics
We are always obsessed with the wrong metrics. USA Business , This is not about “open rate” or “ctr.” It is about asking what percentage of users who have opened any of the last 20 communications have interacted in some way with the last email. An important thought: never think of the entire data set, think of active data sets .
