Cleaning the database is not a cosmetic preparation of the file. It depends on how much resources will be spent on sending, how reliable the statistics will be and what flow the sales department will receive. Doubles, deleted profiles, and random contributors increase campaign volume, but not the market.
Save the source of each contact
Before cleaning, make a copy of the original file. In the initial version, all the contacts collected should remain, and only the users you plan to include in the test will get into the working database.
It is important to preserve information about the origin of the audience. If one part of users is gathered from a competitor’s chat room, another through TGStat or Telemetr, and a third from the local community, do not mix them without tagging.
After a few launches, the source will help to understand why one segment brought qualified leads, and the other gave mainly failures. Without this information, only the total number of the entire database will remain, from which it is difficult to draw a useful conclusion.
Remove the technical garbage
The first level of cleaning is obvious mistakes. Check the format of contacts, remove empty lines, records without a working identifier and users who are clearly not related to the selected segment.
Pay special attention to the doubles. One person can be in several groups or several times get into the final file after combining different uploads.
When downloading the database, AdviGo automatically deletes duplicate accounts, so one user will not participate in the newsletter several times. Doubles often show that the sources were combined without preserving the context.
Check not only the file, but the hypothesis itself.
The technically clean base is not necessarily the target base. It may not have repetitions and empty lines, but at the same time most users still will not be interested in the offer.
To test the audience’s quality before a big launch, open a few dozen random contacts and try to explain why it’s appropriate for each of them to send your message.
For example, if you’ve been collecting online store owners, and a random sample has marketers, students, and regular subscribers to business channels, the problem isn’t cleaning up. The source or collection criteria must be reviewed.
Divide the base into understandable segments
Do not download all users in one array if they are found in different locations. Competitor audience, profile chat participants and subscribers of a broad thematic channel may react differently to a single offer.
Separation will be needed not only for analytics, but also for preparing messages. The user from the competitor’s community is already familiar with the product category, so they can quickly move to a specific benefit. A wider audience may need additional context explanation.
In AdviGo, individual audiences can be used in different projects or campaigns. It is better to make the names clear at once: indicate the source, segment and date of the test. After a few weeks, the team will be able to restore the startup logic without searching old files and work chats.
Don't run the entire base at once.
Even after a manual check, you cannot guarantee that the audience will respond well to the offer. Only the test shows real commercial relevance.
Take a small part of the cleaned database and run the first newsletter via AdviGo. Use a limited amount of contacts and determine in advance what outcome you will evaluate.
It is important to look not only at the number of answers. If users constantly ask why you wrote to them, then the context of the appeal is not clear enough or the audience is chosen too broadly. If people understand the offer, but do not want to continue the conversation, it is worth checking the offer itself.
In the mass mailing AdviGo you can use text, media and spintax. Spintax is suitable for small changes in greeting or wording, but the meaning of the message should remain the same. Otherwise, both the quality of the base and several different proposals will be tested at the same time.
Return the results to the database
After the test, the base should not remain the same. User responses give new information: who showed interest, who was not targeted, who refused, and to whom the offer may become relevant later.
В Advigo этап пользователя можно фиксировать с помощью статусов. Они помогают отделить обычный ответ от целевого интереса, квалифицированного лида, следующего шага и отказа. Подробнее эта механика описана In the section of the manual “Sales and user status”.
This information is especially important before the next campaign. A user who has already refused a specific offer should not receive it again just because he was in another download. And the person concerned does not need to be treated as a completely new contact.
Gradually, the database turns from a regular username list into a history of interaction with the audience.
Use statistics for the next cleaning
Cleanup does not end after the first run. The results of the newsletter show which sources are worth using next, and which bring too many untargeted contacts.
If one segment gives many answers, but almost no one passes the qualification, its large size is not an advantage. Another source may respond less frequently but bring in more potential customers.
Для сравнения результатов в Advigo предусмотрен Statistics section. Связка сегментов, статусов и статистики помогает увидеть качество базы не по количеству строк, а по тому, насколько далеко пользователи проходят по воронке.
After analysis, you can make a specific decision: eliminate a weak source, narrow the criteria for collection, change the description of the segment or expand the audience that consistently brings targeted dialogues.
A clean base is a base with a clear context.
It is impossible to fully check each user manually, especially at large volumes. But quality preparation does not require endless verification of all profiles.
It is enough to save sources, remove obvious technical debris, divide the audience into segments and test each hypothesis with a small newsletter.
AdviGo helps to continue this process after download: automatically deletes duplicate accounts, allows you to run a test mailing, collect answers in one interface, distribute users by status and evaluate the quality of segments through statistics.
As a result, accounts are not spent on random lines in the file, managers receive fewer meaningless dialogues, and each subsequent run is built on the data of the previous one.
