Almost every client that works with us has messy customer data. Multiple email addresses? Missing names? There’s nothing wrong with that – it comes with the territory of having a growing business. But one of the first things we do is get that data into Marie-Kondo worthy shape, because without clean contact information for your clients or customers, it’s nearly impossible to do any great end of year marketing.
So grab a cup of coffee, put away the pumpkin spice, and let’s look at some list cleaning secrets to set you at ease this holiday season.
Tip#1: Cleaning can be Automated
Please don’t manually clean out your customer lists. If you’re using an email marketing tool like Klaviyo, use their list cleaning best practices guide. Use something else? Check out the resource center of your email marketing tool, there will surely be a guide or tutorial somewhere.
One common exercise we do regularly for clients is to export their customer data as a csv file, clean it up using Excel or Google Sheet formulas, and then re-import it. Some things are just easier in Excel, like formulas that turn names into Proper Case, and removing sneaky spaces in addresses.
If the thought of Excel formulas stress you out more than the holidays do, there are add-ons, like this one for Excel with a 14-day free trial, or this one for Google Sheets for free.
Tip #2: Collect Data Thoughtfully
Now that you’ve cleaned out your lists, you’ll see the value in collecting your customer information in a systematic and thoughtful way pays off. Take a few minutes to think through what fields you’re collecting and what’s mandatory information.
On your website, making email and first name mandatory is commonplace. If you’re new to collecting information from customers, try Typeform. It’s a great & easy tool and connects with just about everything for seamless data transfer.
If you’re using pop ups and forms to capture email subscribers, enabling double opt-in can cut down on junk emails. Read more.
Your data, your metrics, and your future self will thank you for the work upstream to tighten the collection process.
Tip #3: Scan Business Cards
If you’ve got a stack of business cards on your desk, chances are, you’re missing out on business!
Scanning business cards doesn’t have to be stressful. Here’s a roundup from Zapier of the top business card scanning apps for any device – free or paid.
Better yet, implement a Free CRM like HubSpot which includes a business card scanning app so you don’t have to fiddle with an export/import.
If you don’t have business cards but don’t have a complete list, tools like Evercontact can work wonders, and help produce contact lists out of (seemingly) thin air.
Tip #4: Use an Online Card Sending Tool
Not only are there services to send printed cards in bulk like Postable, PunkPost, Thankster, but some even have handwriting robots: Handwrytten, Bond. Seriously, a fascinating software niche. Adding gift cards has never been easier.
These services integrate into your CRM and into your business, so saying Thank you or Happy Birthday becomes automated or at least a 2-3 click process.
Do you say thank you as part of your client experience? How about thanking referral partners?
Don’t miss this opportunity to keep your business growing because of messy data.
Bonus Tip – Ask for Feedback
Saying thank you is a classy move for any small business. But if you’re going through the exercise of contacting everyone who’s done business with you, why not take a moment and ask for feedback? A short invitation to connect, leave a review, or asking for feedback to drive the coming year is a great and simple add-on to your marketing strategy. Who knows what kind of insight you’ll collect until you ask!
Our favorite tool to design surveys is Typeform.
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