Just like a house, a warehouse or a filing cabinet, every database needs a good cleaning once in a while. This is because over time, ‘contamination’ accumulates within customer data. Not in the form of dust, but in the form of data errors. Just like a tidy filing cabinet, a tidy database provides a better overview that allows you to work better and more effectively.
What exactly is this ‘contamination’
Wherever work is done by and with people, mistakes occur in systems. Think of typing errors, incorrectly entered names or deliberately entered incorrect e-mail addresses or name and address details. If someone’s name is Peter and he accidentally entered Ppeter or something similar, it looks very sloppy if you always address him as Ppeter in an e-mail. If you send direct mail but the home address is incorrect, you pay for shipments that do not arrive. Incorrect e-mail addresses? Higher bounce rate within your mail campaigns. All things you don’t want. Moreover, the ‘contamination’ is easy to solve. There are two ways to do that.
The two ways to approach cleaning
On the one hand, cleaning consists of sweeping through the file yourself through data analysis. On the other hand, it consists of cleaning up and adding to the file by the client himself through data enrichment.
Analysis of your customer base
By spending a few hours analyzing your database, you’ll soon discover many simple errors that you can easily fix yourself. Consider spelling errors in mail addresses such as .con instead of .com, initials in the first name field and zip codes without letters. Make a list of all customers where errors in customer data can be detected and fix the errors. Within tritonX, we can easily overwrite the current customer data with the repaired customer data. In this way, you will soon be one step ahead.
Enriching your customer base
Of course, you can’t recognize all the errors yourself. Perhaps customers have since moved, their phone number is no longer correct or they never entered their date of birth before. For such cases, data enrichment is the solution. With the Data Enrichment Module from tritonX you can easily send out data enrichment campaigns. With this, you offer the customer themselves the opportunity to change or supplement their data. This works easily via a digital form, which processes the changes directly in tritonX. Extra simple.
Enrich your database in 5 steps
Step 1: Within tritonX you create your data enrichment form. You are free to choose which data you want to check or complete. You link this form via tritonX to a page on your web shop.
Step 2: Create a segment of customers whose data you wish them to complete or verify. For example, this could be a group of ‘all customers without a date of birth’. Or if you want everyone to check and complete the data, then choose the total active customer group.
Step 3: Design a newsletter where you ask the customer to check or complete their data. Place a CTA (Call To Action) button in the mail where you place a specially developed (per person unique) data enrichment URL behind it.
Step 4: If the customer receives this email and clicks on the CTA, the customer will be taken to the data enrichment form. If a customer’s data is already known, then the fields are filled and the customer can check it. If data is not yet known, then the fields are empty and the customer can complete it.
Step 5: After the customer makes their changes and saves them, the changes are immediately shot into tritonX and saved.
Extra tip: Put a reward in return when a customer completes their data. This can easily be done with ‘Event Based Rewarding’, by linking an event to this activity. Does the customer complete his data? Then they get, for example, €10 off their next purchase. If you ask customers to check their data and offer them a reward, they are always more likely to do it.
Put yourself to it, because the result is satisfying
Again, this is the same as spring cleaning. You don’t really feel like it, but once it’s done, the result – a tidy and fresh house – feels extra nice. Commit yourself, set aside a day for it and enjoy the results for the rest of the year!
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