Data Hygiene

How Much Money Are You Throwing Away on Dirty Data?

Look at your last email campaign. What was the bounce rate? 15%? 20%? Now look at your sales team’s activity reports. How many calls went to disconnected numbers? How many emails bounced? How many direct mail pieces came back as undeliverable?

What’s the real cost when your marketing budget is wasted on contacts who will never receive your message? When your sales reps spend half their day chasing ghosts? When your campaigns underperform because the underlying data is rotten?

Dirty data (also called rogue data) is inaccurate, incomplete, and inconsistent data. And it’s silently destroying your ROI. Every year, thousands of people change jobs, phone numbers, get married, divorce, and move. Their lives take different directions—and your database becomes more outdated with every passing day.

How long have you been operating with data you know is dirty? What happens if you let this continue for another six months? Another year?

When Data Goes Rogue—The Hidden Costs

There is no greater asset to your organization than your database. But when that database becomes cluttered with outdated, incomplete, or inaccurate contact information, it becomes a costly obstacle on your route to success.

According to research by SiriusDecisions, at any given time, between 10-25% of an average B2B organization’s customer and prospect records include critical data errors—ranging from incorrect demographic data to a lack of current disposition. And the average B2B company sees its prospect and customer data double every 12-18 months. The amount of critical data errors multiplies exponentially along with it.

What does dirty data do to your marketing ROI? Your sales productivity? Your sender reputation? Your compliance standing? What’s the compounding cost to your business?

The Consequences You Can’t Ignore

Marketing Impact: High bounce rates damage your sender reputation with ISPs, pushing future emails to spam folders. Your carefully crafted campaigns never reach the inbox. Your targeting is inaccurate. Your personalization falls flat. Your analytics are unreliable.

Sales Obstacles: Your reps waste precious time dialing disconnected numbers and chasing outdated contacts. Pipeline velocity slows to a crawl. Forecasts become unreliable. Morale suffers when the CRM can’t be trusted.

Revenue Loss: Even if you don’t see the direct impact of dirty data on your bottom line, there’s no question that your sales and marketing teams would perform better—much better—if your contact data was regularly cleaned and optimized.

How much more could your team accomplish if they spent their time connecting with real prospects instead of chasing bad data? What would a 20% improvement in connection rates mean for your pipeline? Your revenue?

Data Hygiene: The Solution That Pays for Itself

Data hygiene is the process of continuously cleaning, validating, standardizing, and de-duplicating your database to ensure it remains trustworthy, usable, and compliant. It’s not a one-time project—it’s an ongoing practice that protects your most valuable asset.

The good news? It’s cheap and easy to fix. Our data hygiene services verify email addresses, validate phone numbers, update postal addresses, remove duplicates, ensure DNC compliance, and standardize formats—automatically. What used to take days now takes seconds.

Imagine the feeling of confidence when your marketing campaigns consistently hit 98% deliverability. When your sales reps trust the CRM. When your analytics are reliable. When your compliance standing is protected. What would that mean for your organization?