Why The Quality Of Your Data Matters In 2022

     If the quality of your data isn’t a top priority in your marketing strategies now is the time to start! “Those that position their organizations to manage data correctly and understand its inherent value will have the advantage.” 1 Businesses that choose to put quality, up-to-date data at the forefront of their marketing campaigns can expect to reap the benefits. Think of it this way, if you aren’t reaching real people, with accurate and up-to-date information behind them, then who are you really reaching? You will be wasting your marketing dollars and not seeing the results you deserve. Connext Digital has highlighted 4 key reasons why data quality is so important in 2022.

Accuracy and Timeliness

     Inaccurate data can cause real problems when it is time to deploy your campaigns. You will start to see inconsistent results because your campaigns will not be reaching real or accurate people/email addresses. For example, through time, customers may change email addresses, locations, and more, and you will still want to continue to reach them accurately. If your company chooses to ignore keeping your database up-to-date and relevant you will essentially be wasting your marketing dollars. IBM estimates that bad data costs the U.S. economy $3.1 Trillion per year. 2 Connext Digital offers various data services to ensure your data is as accurate and timely as possible. If you want to see true and accurate results for your marketing efforts you should consider cleaning your data sets before every campaign run.


     The quality of your data will allow you to target your audience effectively and efficiently. Without good quality data the audience you are trying to reach may be too broad. This means you don’t have the ability to segment and target more precisely and you won’t be able to reach the people who are most likely to engage with your offer. Being able to tailor your campaigns for different products, promotions, locations, and more will help your business drive more revenue, increase profits, and promote positive engagement between your company and the consumer.


     Businesses always need to work with the highest quality and most current data to stay compliant. To do this, you need to follow best practices when it comes to data, such as scrubbing data sets with your suppression file(s) and making sure to hygiene all the records you wish to use, staying on top of the latest government regulations that impact compliance, and keeping detailed records of data protection measures. This all enables you to have a clean list without invalid addresses and unsubscribes to minimize complaints, etc. When you ensure your business is compliant with all the new and current data regulations, you help your business avoid any future issues.

Competitive Advantage

     Not only will clean, accurate data result in marketing campaigns with more accurate and precise results, you’ll also separate yourself from your competitors because your data quality will always be top notch and up-to-date. These results will then turn into more foot traffic, more conversions, and more overall profits. The end result is that your business will more accurately reach its customers and optimize your marketing opportunities. So, the equation is simple: quality data = competitive advantage.

     Don’t waste another second and make sure your database is up-to-date and accurate. Connext can help you clean and enhance your database efficiently and hassle free. Our data hygiene technology and email verification service will identify invalid, undeliverable, or even potentially dangerous records within your file. All of this will increase your email marketing campaign ROI, improve your email list quality, boost inbox delivery, and protect your mailing reputation with our email hygiene services. Contact us today!

Jessica Rodriguez