Dirty databases – such as those annoying duplicates with different data, junk email addresses and wrong numbers – can result in poor marketing campaigns and damage reputations.

Here are 4 simple ways to keep your database clean and your analytics accurate.

1: Round up Your Inactive Clients

Most client databases have inactive entries. For example, past clients that never engage with email marketing or phone calls/texts. Keeping these inactive clients grouped together will allow you to avoid bombarding them with irrelevant material. You may have had a great relationship during their property (or asset) purchase, but new offers and rates aren’t of interest anymore.

Note that continually contacting these clients may result in damage to your reputation as they may feel annoyed. It’s worth targeting them with specific material aimed at non-engaging clients rather than the latest news.

2: Uniform Entry

Selection menus for people entering their own data is a great step. For example, a dropdown menu with one specific state name keeps things uniform. Allowing them to enter details via a keyboard themselves can often result in a messy database. Are they from ‘vic’, Vic’, ‘VIC’ or ‘Victoria’?

Employees or team members who have the authority to input data should have a clear understanding of the format you require. For example, all last names in caps or no spaces in phone numbers. Following the same format allows for more accurate data and far less chance for errors.

When cleaning non-uniform data, you’ll have to go through and edit yourself but the benefits are worth it. You won’t miss any clients who don’t match when you search ‘location: Victoria’ for example.

3: Remove or Validate, Don’t Delete

Identify incorrect data, such as phone numbers and email addresses. This may be an ongoing task, but spending time each week can really help. Anonymous leads with details like ‘0412 345 678’ or ‘[email protected]’ may be from timid potential clients.

Don’t delete them without making sure you know (not assume) they’re uncontactable.

Often segregating these into a group (similar to the inactive in Tip 1) is a good idea, then going through them when time allows. Creating advertising campaigns aimed at these kinds of clients is also worthwhile.

4: Keep a Fresh House

Database cleaning is not a ‘once-off’. Making time each week to clean up incorrect entries is highly recommended. Also, be sure to allow any team members who access or rely on your database time to maintain and edit incorrect data they may have entered. There’s no ‘i’ clean database!

One of the most effective ways to maintain a clean database is to actually use the data. Keep those newsletters coming and organise regular marketing campaigns while keeping an eye on unsubscribes, email bounces and wrong numbers.


Clean databases save time, money and stress. With these tips, your CRM will be a reliable and valuable resource in no time.

Don’t let ‘Mr ENTER FIRST NAME’ receive your clever (and expensive) advertising emails at ‘[email protected]’.

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