The Importance of Data Cleansing

One of the keys to running a successful business is making sure that your lead and client lists are up-to-date and accurate. The easiest and most effective way to manage this is with a robust data cleansing strategy.

Here at Motor Marketing UK, we provide a full data cleanse service for our clients across the UK. In this article, we will take a look at what data cleansing is and how it can help you and your business.

What Is Data Cleansing?

Simply put, data cleansing is the process of altering data in order to maintain an accurate client or lead list. There are several different approaches to data cleansing that combine both automated and manual techniques to keep your data set in order.

What Does Data Cleansing Involve?

There are several steps involved in the data cleanse process, which can be tailored to meet the unique needs of your business. These are some of the most important ones:

remove duplicate data

remove or amend incorrect data

remove data files for deceased clients or leads

remove data files for clients or leads that have opted out of direct communication, either by a specific request or through services such as the MPS (Mail Preference Service)

What are the Benefits of Data Cleansing?

Regular data cleansing brings many benefits to your company, improving efficiency and productivity across the board. These are some of the most popular benefits, as relayed to us by our data cleanse customers:

Improved decision making

Keeping your client and lead data in good order gives you a better understanding of your customer base and ensures better analytics that will aid you in your decision-making process. This allows you to develop more effective strategies for growth and will improve your audience insights.

Reduced waste

Related to the above, data cleansing limits any waste associated with direct mail campaigns and other physical marketing strategies. By identifying and removing uninterested people from your mailing list, you can reduce printing and postage costs that can be better distributed elsewhere, not to mention mitigating the risk of your promotional literature simply ending up in the bin.

Improved ROI

Having a clean data set for your potential and existing customers means that any corporate communications will only be sent to people who have already expressed an interest in your product or service. Since they are predisposed to favour what your company has to offer, you can expect higher conversion rates and improved upselling.

Improved productivity

Whether you have an in-house contact centre or you delegate that role to a third party provider like Motor Marketing UK, regular data cleansing ensures that they have the most up-to-date contact details for your clients and leads. That drastically reduces the number of calls made to outdated phone numbers and emails that are bounced back from a defunct server.

Protect your reputation

Nobody likes to receive mail, phone calls, or emails that do not apply to them. Relying on old data can result in a reputation for nuisance calls and spam, which, if reported in sufficient numbers, can negatively affect your brand. Keep on top of your client and lead lists and keep your company’s integrity secure.

Get in touch

For accurate and effective data cleansing solutions available throughout the UK, speak to Motor Marketing UK today. Call us on 0800 043 8113 or send an email to to arrange a free consultation.