Email Marketing Data Authority Cleanses 35 Million Records to Improve Email Data Validity and Accuracy by 37%

Outward Media, Inc. (OMI), a leading provider of multi-channel marketing data, announced its database cleansing, enhancement and maintenance service was successfully used by a leading Fortune 10 firm. OMI’s service, which runs a deep clean on databases to remove and correct inaccurate data, cleansed 35 million records for the company, suppressing 37 percent of the data to provide increased deliverability and engagement.

Regularly enhancing and updating prospect and customer records is critical to maintaining a healthy database and optimizing marketing ROI, according to Paula Chiocchi, CEO, Outward Media.

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“Valid and relevant data is essential for effectively reaching prospects and customers using email. OMI’s data cleansing service removes harmful data and enhances data accuracy to help clients achieve greater email marketing success,” Chiocchi said.

Utilizing the sizable OMI Clean-Send Suppression Database, which is a list of harmful or negative email data, the rigorous cleaning process includes reviewing and correcting addresses, company and contact names along with email verification services. Taking it a step further, OMI will attempt to replace any incorrect email addresses, making this service ideal for businesses in need of boosting their email deliverability. The Clean-Send Database spans contact data for both small-to-midsize businesses (SMBs) and enterprise contacts.

Up to 95 percent of the Fortune 10 firm’s database consisted of records acquired from multiple external providers, with the balance coming from CRM data sources. For the initial batch cleanse of 35 million records, which included email records, 37 percent were suppressed. OMI’s email verification process identified and removed 27 percent of the email addresses due to hard bounces and nine percent were identified as spam traps. Additionally, a small percentage was removed to comply with GDPR, the European regulation on data protection and privacy.

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“The risk of bad data damaging a company’s email send score and IP address reputation can be detrimental to email marketing efforts,” Chiocchi said. “We are proud to strengthen data accuracy and protect email sender reputation for such an influential client, empowering them to get more value and better results out of their campaigns.”

Following the success of the initial three-week staged cleaning process, the provider signed a three-year contract with OMI to cleanse up to five million records per month to maintain accuracy and ensure the highest quality of data for campaign usage. The results also fueled cost savings for the company to renegotiate data rates with its third-party providers based on data quality.

“At OMI, we know the value that can be achieved through high-quality data, so we do everything we can to empower our clients,” Chiocchi said. “We are constantly updating our data to provide the most relevant, precise results and enhance database accuracy for our clients through data cleansing.”