Database segmentation, cleanup, and replenishment for Onsite

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At Onsite Rental Group, I took on the challenge of revitalising the CRM database, containing over 80,000 customer contacts. Our marketing efforts were underperforming due to outdated or irrelevant data. Through a comprehensive audit, segmentation, and manual replenishment, I streamlined operations, improved engagement, and adopted new strategies to better reach key decision-makers.

Onsite Rental Group’s CRM database had accumulated a significant amount of outdated contacts, hampering marketing efforts. Key indicators included:

• High bounce rates: Over 15% of emails were bouncing due to invalid or expired email addresses.

• Low open rates: Campaigns averaged a 10% open rate, indicating emails were reaching inactive or irrelevant contacts.

• Poor engagement: Click-through rates (CTR) were below 2%, showing a disconnect with the target audience.

• Unreliable data: Approximately 20% of records were duplicates or incomplete, affecting lead scoring and customer insights.

Decision-makers in industries such as construction, mining, and agriculture were often difficult to reach via digital channels, preferring direct interaction with salespeople. Additionally, sales teams were not regularly updating their contacts, leading to a fragmented database.

The solution: Strategic database cleanup, segmentation, and replenishment

To address these challenges, I implemented a multi-step approach:

1. Database audit: I removed invalid and expired contacts, cleaning up around 25% of the records. This improved bounce rates and ensured the remaining data was reliable.
   
   
2. Segmentation: I segmented the remaining 60,000+ contacts by key factors such as:
   • Industry (e.g., construction, mining, agriculture)
   • Location (regional vs. urban)
   • Purchase history
   • Engagement level (open rates, CTR)
     
     
3. Manual replenishment: To recover key contacts, I worked closely with sales teams and business development managers (BDMs), particularly in industries where personal relationships were more valued than digital engagement.
   
   
4. Adoption of SMS marketing: We launched SMS campaigns after recognising that many decision-makers in construction and mining preferred phone communication, proving to be more effective than email.
   
   
5. Reactivation campaign: I launched a reactivation campaign targeting dormant but valuable contacts, achieving a 12% engagement rate.
   
   
6. Ongoing maintenance and process improvements: I encouraged sales teams to regularly update contacts, establishing a culture of ongoing database maintenance.

The results: Improved efficiency and targeted communication

This comprehensive effort yielded significant benefits:

• Improved email deliverability: Bounce rates were reduced from 15% to under 2%, ensuring more reliable outreach.

• Increased engagement: Open rates improved by 20%, and CTRs rose by 5% due to more targeted messaging.

• More accurate database: The replenished database with up-to-date contacts enhanced the CRM’s overall quality.

• Successful SMS marketing: SMS outperformed email for key decision-makers by catering to their preferences.

• Time-saving: A cleaned and segmented database enabled both sales and marketing teams to target high-value leads more efficiently, saving time.

Key takeaways

Keeping your data clean is essential for making marketing work better. A well-maintained database lets you connect with the right people and send messages that resonate. By segmenting your audience, you can tailor your outreach and see higher engagement.

In industries that thrive on relationships, going the extra mile with manual updates is key. It helps ensure your contact list stays current and relevant. Reactivating dormant contacts also adds value, saving you from always chasing new leads and instead nurturing the connections you already have. Plus, adapting to how people prefer to communicate, like using SMS over email, can make all the difference in getting your message across.

Lastly, it’s not just a one-time job. Keeping your database up to date should be an ongoing effort, so you can continue building meaningful relationships with your audience.

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