Why contact data decays
- Job changes: contacts are promoted, move companies or retire.
- Company changes: mergers, rebrands, new domains and closed offices.
- Entry errors: typos and inconsistent formats from manual entry and forms.
- Duplicates: the same person added through different channels.
What decay costs you
Stale data causes bounced emails, wasted calls, wrong routing and unreliable reports. It also damages your sender reputation, which affects every future campaign.
A simple maintenance routine
- Verify before every major send. Remove invalid addresses.
- Cleanse quarterly. Deduplicate and standardise key fields. See data cleansing best practices.
- Enrich gaps. Add missing titles, phones and firmographics.
- Fix the sources. Validate form inputs and set CRM duplicate rules.
- Record verification dates so you know how fresh each record is.
Frequently asked questions
How often should we clean our CRM?
Active databases benefit from cleansing at least quarterly and verification before major campaigns.
Can you refresh our existing data?
Yes. Our cleansing, append and verification services refresh and complete existing records.