Why data cleanup comes first
Every bad record costs something: a call that reaches a wrong number, an email that bounces, a club member who gets pitched the club. Clean data means your team spends its time talking to the right people about the right wines.
The checklist
- Merge duplicates. The same customer often exists as a tasting room record, an online order and a club membership.
- Standardize phone numbers and flag records with none.
- Mark do-not-contact requests clearly, and respect them across phone and email.
- Confirm club status, so members and non-members get different conversations.
- Check last order date and lifetime spend so you can segment by value and recency.
- Note shipping state, so callers know where you can and can't ship.
- Remove or flag customers with unresolved service issues until those are fixed.
Segment once the data is clean
With clean records, simple segments become possible: active club members, high-value non-club buyers, recent first-time buyers and lapsed customers. Each one deserves a different offer and a different opening line.
Close the loop after the campaign
A campaign is also a data project. Every call updates a phone number, confirms an address or captures a preference. Make sure those updates go back into your system, so the next campaign starts from an even better list.
The best time to clean your data is before the campaign. The second best time is during it.