How Duplicates in Marketing Cloud Affect Your Business

Your lists with all of your consumer data and information is one of the most valuable parts of
your business. Without those lists, you couldn’t send out successful campaigns, keep track of
your consumers in the market, and develop new campaigns to attract new business. You work
hard at keeping your lists updated, mining for new data, and keeping track of your analytics, so
it’s safe to say that they’re a huge part of what you do every day.

These lists are the most valuable part of your business, so it’s absolutely vital that you keep
your lists 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

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


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 important
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 out first as a consumer who typically clicks through, makes purchase, or engages
with your content will start 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 engager 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 lists. And, by
routinely going through them, you can make sure that they stay clean.

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