Database Hygiene - Keep it clean

activedemand-database-hygiene

Over time, all of our databases can get untidy or plain dirty. Incomplete data, incorrect capitalisation, incorrect phone number formats, etc, all the way to lost leads and unsubscribed contacts just gathering cyber dust. Periodically, just having a good cleanup is right for so many reasons. Having a regular hygiene schedule will keep it clean.

Here, we look at ways in ActiveDEMAND you can quickly identify duplicates + delete lost leads and unsubscribed contacts.

Maintaining database hygiene is important for effective marketing and customer relationship management. It also helps ensure that your contact lists are accurate, relevant, and up-to-date. By removing duplicates, Lost Leads , unsubscribed, or inactive contacts, you can focus on more promising prospects, improve campaign performance, and enhance your overall efficiency. This short guide outlines the hygiene features in ActiveDEMAND and steps to create Contact Custom Segments for "Lost Leads" and Unsubscribes to automate the deletion of these contacts and maintain a healthier database year-round.

Checking for Duplicates

First of all, click Contacts, Duplicates.

If any of the flagged duplicate contacts are indeed duplicates (Look for common unique identifiers like email address or phone number), you can merge them (If they are the same contact).

Creating a Contact Custom Segment for Lost Leads

1. Create a "Lost Leads" field in your CRM if it doesn't exist already.

2. In ActiveDEMAND, navigate to the Field Management section.

3. Click the "Add Custom Field Type" button to create a new custom field for "Lost Leads".

4. Set up the custom field with appropriate options (e.g., boolean or dropdown).

5. Create a Contact Custom Segment:

- Go to the Contacts section.

- Click on Contact Segments.

- Select Add New Segment.

- Name the segment "Lost Leads".

- Set the condition to match the "Lost Leads" custom field you created.

If you don't already have one, create a segment for Unsubscribed Contacts

As above but name the segment “Unsubscribed.”
Select the condition to match “Unsubscribed Equals True”
“And” “Unsubscribed Date” “is Before” 3 Months ago*.

contact-segment-unsubscribed

*We have set 3 months here as the trigger for an unsubscribed contact. You should decide what time period is appropriate for your application.

Having set these two Custom Contact Segments, you can now add contacts to the Lost Leads segment individually or use the bulk edit feature in

Unsubscribed contacts will be automatically added to the Unsubscribed segment in real-time.

Setting Up Database Hygiene for Lost Leads

1. Access the ActiveDEMAND Hygiene Schedules.

2. Create a new hygiene schedule:

- Name: "Delete Lost Leads"

- Segment: Select the "Lost Leads" segment created earlier.

- Action: Choose "DELETE" as the hygiene action.

3. Set the frequency for this hygiene task (e.g., monthly).

4. Save and activate the hygiene schedule.

By following these steps, you will automate the removal of contacts marked as "Lost Leads" and/or "Unsubscribed Leads," ensuring that your database remains clean and focused on valuable prospects.

Note: Ensure that your CRM and ActiveDEMAND are correctly integrated and synced to maintain data consistency between the two systems.

If you need any assistance in setting up a hygiene routine, please get in touch with us at support@leadintuition.co.uk

As the official UK reseller and support partner of ActiveDEMAND, Lead Intuition offers marketers the ability to simplify their marketing tech stack with this single powerful platform. ActiveDEMAND is a cloud-based marketing automation platform that empowers marketers, agencies, and Senior Living businesses to easily enhance their marketing efforts. Streamlined campaign management, funnel visualisation, content hubs, CRM and attribution reporting are just a few features that ActiveDEMAND offers while seamlessly integrating with various other business, sales and marketing applications. Lead Intuition brings the human touch to automation. As an ActiveDEMAND Certified Gold Deployment Partner, you can leverage our technical & digital marketing knowledge with the power of ActiveDEMAND to optimise your marketing strategies and drive impactful results.