Why is it important to clean your database?
Maintaining a healthy database isn't just a matter of organization, it's a key tactic for improving the performance of your campaigns. A clean database helps you:
Improve your KPIs: By removing inactive or incorrect contacts, your open, click, and conversion metrics will increase.
Increase deliverability: Fewer bounces and fewer spam complaints = better sending reputation.
Reducing costsEspecially if you work with platforms like Klaviyo, Salesforce, or Hubspot, where you pay by volume.
Automate effectivelyClean data enables more precise and personalized journeys.
Which contacts should be deleted or reviewed?
These are the profiles that tend to harm your database the most:
Inactive users: They haven't opened or clicked on your emails in the last 6 to 12 months.
Invalid emails: Addresses with syntax errors or that cause permanent bounces.
Incomplete opt-in: Contacts who have not confirmed their subscription via double opt-in.
Duplicate or poorly formatted data: Duplicate records, empty or incorrect fields.
If you use Klaviyo, you can create dynamic segments with these conditions and automatically exclude them from your mailings.
How to clean without losing valuable customersin perder clientes valiosos
This is where strategy comes in. It's not about blindly eliminating, but rather applying a progressive, automated, and user-friendly approach:
1. Launch reactivation campaigns
Before deleting inactive contacts, give them one last chance to reconnect. You can create a short reconnection journey like this:
Email 1: “Do you want to continue receiving our news?”
Email 2: Offer an incentive (discount, exclusive content, early access, etc.)
Email 3: Report deletion if no response
This approach allows you to recover users and reduce the risk of lost conversions.
2. Use smart tags
Labels like “Inactive 90 days,” “At risk of deletion,” or “Pending confirmation of interest” will help you filter, exclude, or retarget campaigns based on each contact’s behavior.
3. Offer a preference center
Some users aren't disengaged; they simply want fewer emails or more relevant content. Invite them to update their preferences from your campaigns so they can:
Choose the topics that interest you (offers, news, inspiration, etc.)
Adjust the sending frequency (weekly, monthly, promotions only)
Select preferred channels (email, SMS, push notifications, etc.)
How often should you clean your database?
The frequency depends on your activity, but these are good practices:
Every 3 months If you work in retail, e-commerce or sectors with high turnover
Every 6 months If you have a more stable business such as B2B or professional services
Having specialized marketing automation support can help you establish a maintenance routine without interrupting your active campaigns.
Better campaign performance: Fewer bounces and higher deliverability = better open and click rates.
More efficient segmentation: Uniform data allows for more accurate and personalized lists.
Cost reduction: Avoid unnecessary expenses associated with sending to inactive or invalid contacts.
Reputation improvementPlatforms like Gmail or Mailchimp value clean lists, preventing your emails from ending up in “spam.”
Cleaning your database isn't just a technical issue: it's a key strategy for improving your KPIs and strengthening your customer relationships. A well-defined process that eliminates invalid data, standardizes formats, and eliminates redundancies will boost your campaigns, save money, and protect your reputation.
