No one likes a duplicate. Whether it’s a duplicate trading card when you were a kid or a duplicate lead in your marketing cloud. Keeping track of your contacts is so important to make sure you are keeping track of your analytics.

These lists are the most valuable part of your business, so it’s vital that you keep your records clean and managed through an automated marketing system. But, what if that marketing system doesn’t catch all the mistakes and duplicates in your data? What if you have consumers who are receiving things twice, or not at all? How does that end up affecting your

A key example of how duplicates can appear in Marketing Cloud.

The short answer – it has a significant effect on your business. We’ll break it down for you, and help you understand best practices for making sure duplicates don’t happen.

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Increased Opt-Outs

You’ll experience a rapid increase in opt-outs and unsubscribes from your consumer base if your lists aren’t clean. Consumers will get an excess of information that they don’t want, and they won’t want that overload of interaction with your company, so they’ll unsubscribe, simply because your list has duplicate email addresses.

Now, be sure you understand the difference when cleaning your lists of duplicate email addresses, and duplicate subscriptions. If you have a customer that’s subscribed to list A, list B, and List C, that doesn’t count as a duplicate subscriber. But, if you have a customer who’s on list A multiple times, that’s a duplicate that needs to be removed.

Cleaning your lists can take a few minutes, or it can take a few months. But, it’s an essential step in making sure that your consumers are receiving what they want from your company, and nothing more or less.

Less Engagement

In today’s day and age, consumers are used to being marketed to, through all channels and avenues. They’re expecting to receive, and respond to, various ad campaigns. It’s just a part of everyone’s life now. But, if you’re the company that’s sending them duplicates of a campaign that’s only meant to go to them once, no matter how strong their brand loyalty is, you’ll be the first to head to the chopping block.

It may start first as a consumer who typically clicks through, makes a purchase, or engages with your content will begin not responding to anything. They’ll probably send all of your email marketing campaigns to the dreaded trash can. Engagement will drop off, and you’ll see a consumer who was once an active engage turn into an unresponsive recipient.

You don’t want to make your consumers feel that way. By making sure that the sources of your lists are high-quality sources, you can make sure proactively that you have clean records. And, by routinely going through them, you can make sure that they stay clean.

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