Date post: | 10-May-2015 |
Category: |
Technology |
Upload: | salsa-labs |
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LIST CLEANUP
Jake Patoski
Training & Learning Manager
• Intro• Deduplicate supporters• Correct/remove misformatted emails• Query for people missing email address• Remove people who haven’t opened/clicked an
email• Remove unsubscribed supporters• A quick note on Scoring• Deleted supporters - what happens on the other
side?
Agenda
• Keeping your list free of clutter, duplicates, and dead weight is important.
• A tidy list can result in tangible benefits:• Accurate reporting• Increased open rates• Decreased bounce rates
• List cleanup can be done weekly, monthly, or quarterly, but at the very least, do a cleanup annually.
• The tools and methods below can be taken on individually, or combined to do the most thorough cleanup job.
Introduction
Deduplicate Supporters
• Supporter Management -> Manage Supporters -> Deduplicate Supporters
• Select the fields to deduplicate on• More fields, higher threshold• Certain fields are more unique: email
> first and last name > first name• Deduplicate by each Individual match
or in a Batch
• Factors to consider when deciding whether and which records should be merged:• Receive Email value - data might be older, but who cares if that address
is still subscribed!• Last Modified - even if less complete data set, recency may be more
important• Completeness of data - is it more helpful to have a full address over an
email address? or vice versa?• Primary record’s data will be retained; Secondary record’s data will be
merged into Primary. (Ignore if the records are not duplicates.)• Merged/deduplicated supporters cannot be unmerged or re-duplicated.
Deduplicate supporters
• Arises from data entry error.• This query uses the Salsa wildcard character %.• If a supporter's email field doesn't follow the
format of username + @ + domain + . + top-level domain, then they're not receiving email!
• Can you fix these emails? Or just delete them?
Correct/remove misformatted emails
• These are usually offline supporters who have been imported.
• Before doing anything, make sure you know how your organization uses the Salsa database – just online, or your primary database?
• What to do with the results?• Decide if you might be able to find their email
elsewhere• Add these records to a suppression group• Delete these records
Query for people missing email address
• What are we doing here? These queries find supporters who haven’t opened/clicked an email since a specific date.
• What’s your criteria? 1 year for clicks, 6 months for opens? • You can always hope these supporters snap out of it… but if
it’s been a while, it might be time to say goodbye.• Or add them to a group that is usually suppressed.• Or reach out to them specifically and ask why.
Remove people who haven’t opened/clicked an email
• This is an easy one – if they’re already not receiving your emails, why are they still on your list?
• You may want to only delete specific unsubscribe types.• Or just suppress them.
Remove unsubscribed supporters
A quick note on scoring
• The Scoring package allows you to assign a quantitative score to your supporters based on their activities.
• Scoring is more proactive, though slightly less specific.
• Two parts:• A score
• The ‘container’ for scoring entries (can be one or more scores combined)
• Fields:• Name• Description• Status
• Scoring entries
Scoring entries • A ‘rule’ to score by• Reference Name• Scoring category – usually ‘Normal’ but
‘Fixed Value’ could be used to tally total donations
• Object – can be hard to decide which! Feel free to contact support@
• Multiplier – points per ___ (such as action taken, donations made, etc)
• Expiration – not to be mixed up with halflife; after this amount of time, the point value will reduce to the minimum value. Should scores reset after a year? Then 365.
• Minimum value – as a score ‘decays’ because of halflife or expiration, this will be the ‘floor’ of the score
• Halflife – less sudden than expiration, the score will decrease incrementally – after X days, the score will decrease by half.
The bolded entries on the right are the only required fields for a complete score.
Common objects –
Supporter - award points to supporters for signing up to your list in the first place. Consider pairing this with a quick expiration time, like 10-60 days. Some organizations consider new supporters to be at an inherently high level of engagement.
Donation - award points for each donation made (regardless of the size of the gift)
Supporter Action - award points for each online activism action taken (petitions and targeted advocacy campaigns, including write-your-rep actions)
Supporter Event - award points for each event registered for.
• A deleted supporter is not lost forever.
• Re-use the previous queries, but check the box.
• No data is lost when a supporter is deleted, so you can also query for a group (or put your supporters in a group before you delete them).
Deleted supporters - what happens on the other side?
• List cleanup recommendations are all over the web – go Googling!• Queries & Deduplication
• https://help.salsalabs.com/entries/22537388-Query-and-Export• https://help.salsalabs.com/entries/22524893-Deduplicate-Supporters
• Discussions on list cleanup on Commons • https://help.salsalabs.com/entries/22484806-How-do-you-get-rid-of-bad-email-ad
dresses-in-Salsa-
• https://help.salsalabs.com/entries/22494788-Automated-deduplication-hackery• Deliverability
• https://help.salsalabs.com/entries/22421542-Bounce-Processing• https
://help.salsalabs.com/entries/22010355-How-to-Prepare-for-Yahoo-s-Release-of-Inactive-Email-Accounts
• http://www.salsalabs.com/support-community/blog/yahoo-gives-1-more-reason-remove-inactive-emails
• https://help.salsalabs.com/entries/21768904-What-s-new-with-Gmail• Scoring
• https://help.salsalabs.com/entries/22537438-Scoring
Further Salsa reading
THANK YOU!
Contact Info・Read, learn, discuss – help.salsalabs.com・Training & Learning Team –
[email protected]・Salsa Support – [email protected]