The Essential Guide to CRM Hygiene
Ben Cortese, our VP of Decision Sciences and Innovation, brings more than a decade of experience in advanced quantitative methodologies and a passion for uncovering hidden insights through data to KS&R. Ben leads a close-knit team of expert data scientists and analysts that are the backbone of quantitative research for the organization, providing full-service consultation and analytics to our clients. But what truly sets him apart is his quantitative thought leadership, tackling challenging problems such as pricing research, feature prioritization, and predictive analytics through novel and innovative techniques. While his Ph.D. in statistics from Syracuse University is a testament to his dedication to the craft, Ben is about more than just numbers. A proud father and husband, he cherishes time outdoors with his family, spending time in the garden, and playing golf during Syracuse's fleeting sunny spells. For Ben, it's not just about data – it's about balance and the joy of life's simple pleasures.
Maintaining an effective CRM (Customer Relationship Management) database is crucial for ensuring that your survey invitations and other communication reach your customers’ inboxes rather than being filtered into spam folders or being blocked. We’ve pulled together actionable steps to enhance CRM hygiene and maintain a strong sender reputation.
Maintain a Clean and Updated Contact List
An outdated and unengaged email list is a major reason why emails end up in spam folders. Keeping your list clean and up to date reduces bounce rates and ensures messages go to people who are interested in receiving them. Here are several strategies to help maintain CRM hygiene.
- Regular List Cleaning: Remove invalid, bounced, or inactive email addresses to minimize your risk of being labeled as a spammer.
- Double Opt-In: Encourage subscribers to confirm their email addresses upon signing up to receive email invites. This not only ensures validity but also filters out incorrect or temporary signups.
- Segment Inactive Users: Identify subscribers who haven’t interacted for a set period and either re-engage them with fresh content or remove them from your list.
- Periodic Update Requests: Ask customers to verify and update their details periodically. Keeping contact information current prevents emails from bouncing or being delivered to recipients that may have forgotten about signing up.
- Monitor Key Contact Metrics: Keep track of key engagement data like create date, last email sent, last opened, last clicked, and last activity date. These metrics are instrumental in recognizing engagement patterns and identifying any red flags in your list.
Keeping an up-to-date list improves critical metrics such as open and click-through rates, directly contributing to list improvement and ultimately increased survey participation. It will also reduce bounce rates and complaints, improving your sender score over time. These steps will build stronger relationships with your customer base by ensuring emails are relevant and wanted.
Monitor and Manage Unsubscribes and Opt-Outs
There is nothing more frustrating for a customer than to unsubscribe from mailing yet still receive research invites days later. There are also legal obligations to handling unsubscribe requests quickly and efficiently. Respecting your customers’ preferences helps nurture a positive brand reputation and minimizes the risk of emails being marked as spam. Here are some ways to effectively manage unsubscribes and opt-outs.
- Quick Response: Immediately update contact preferences when a customer unsubscribes. Delays can lead to frustration and increase spam reports.
- Offer Customized Engagement Preferences: Give customers more control by allowing them to customize the frequency and type of communications they receive rather than opting out completely. This flexibility often results in more engaged subscribers, self-selecting the campaigns they would like to participate in.
By following this protocol, you can reinforce a positive brand image and engage customers in the way they wish to engage with your brand. This also respects customer preferences and complies with legal requirements like CAN-SPAM and GDPR.
Avoid Spam Traps and Blocklists
Spam traps and blocklists are some of the biggest barriers to successful inbox placement. Purchased or rented email lists are notorious for containing spam traps that can harm your sender reputation, landing you on a blocklist or getting you flagged by major email providers. To avoid this pitfall, never purchase or rent email lists. Instead, focus on organically acquiring email addresses from customers who genuinely want to engage with your brand and have opted in to receive email from you.
By growing your CRM through outreach and validation, you can maintain a strong sender reputation, ensuring email servers recognize your messages as trustworthy. This increases the likelihood of emails reaching the intended inbox, which is crucial for boosting survey response rates.
Effective CRM Hygiene Leads to Better Inbox Placement
Maintaining proper CRM hygiene isn’t just a technical exercise – it’s the foundation for creating a meaningful connection with your customer base. By managing unsubscribes promptly, avoiding spam traps, and keeping your contact lists current, you set your email campaigns up for success. Every email you send should be an opportunity to deepen customer relationships and encourage meaningful engagement, not harm your ability to deliver email in general. Implementing these strategies will help ensure your surveys consistently land where they belong—in your customers’ inboxes.
About KS&R
KS&R is a nationally recognized strategic consultancy and marketing research firm that provides clients with timely, fact-based insights and actionable solutions through industry-centered expertise. Specializing in Business Services, Telecom, Entertainment & Recreation, Healthcare, Retail & E-Commerce, Technology, and Transportation & Logistics verticals, KS&R empowers companies globally to make smarter business decisions. For more information, please visit www.ksrinc.com.
