When cleaning the database, you should definitely not touch the blacklist, even if personal data (email addresses) is collected there. There are still lawyers who send out warning letters and want to make a living from it. They take advantage of the fact that you have to show permission to send advertising emails. Their trick is to object to receiving the newsletter on the one hand and to try to get the sender to send more on the other. These lawyers intend to exploit any missing documentation and if the permission to send is not presented, a claim for damages will be filed. It is therefore all the more important to document all permissions for sending newsletters. A blacklist can also prevent people from sneaking back onto the mailing list. Here, you also have a legitimate interest in archiving this data for your own protection. Ideally, you should also provide a reason for each entry so that you can explain why this address is on the blacklist.
Tip: In the EMM you will find several options for automated data preparation. We would be happy to advise you and help you to keep your database clean.
data cleansing for account hygiene
performance improvement and error prevention
In addition to the legal reasons, improving performance and japan phone number data avoiding errors are also reasons for regular data cleansing. This is no longer just about recipient-related data. To do this, take a look at your profile fields and target groups in particular. Do you still need all of them? A lot of data can quickly accumulate, especially with target groups that are sometimes only created for a single mailing. Therefore, remove target groups that are no longer needed from your client. Especially when you work with several people in the client, confusion and inconsistencies in the selection of target groups can quickly arise. Therefore, prevent the risk of writing to the wrong recipients.
Other areas that should be cleaned up from time to time are: mailing lists, web forms, triggers (actions), import and export profiles, media pool content and outdated reference tables. The last two areas in particular can take up an extremely large amount of space in the database.
It is also worth taking a look at the mailing overview from time to time. Over time, a number of emails accumulate here that were simply created for test purposes and then languish. For the sake of clarity, it therefore makes sense to delete such test versions from time to time.
If you manage multiple clients, make sure that they are still consistent. When colleagues leave or change, access details can quickly be forgotten. Therefore, check regularly whether all clients still have a real user and, if there is a change of user, ensure that the access details are reassigned. This will avoid unnecessary security risks.