Database cleaning is the process of re-clarifying contact details such as key decision maker, email address, postal address, so that those that are incorrect can be amended or purged from the database. Database cleaning can also be used to supplement and enhance the record with additional detail, such as other decision makers, contract renewal dates, existing suppliers etc.

Keeping a database “clean’ has many advantages. Database cleaning can help to ensure that direct mailings are more accurately targeted leading to better response rates. This leads to increased return on investment from your mailing activities.

Data cleaning can also be used to prioritise when to follow up prospects. It can be used to understand better when the prospects current suppliers contract expires for example. This gives you the unique opportunity to be able to add this to your sales pipeline for action at a specific date in the future.