{"id":967,"date":"2019-02-20T14:42:59","date_gmt":"2019-02-20T13:42:59","guid":{"rendered":"https:\/\/chapmanbright.com\/?post_type=resources&#038;p=967"},"modified":"2025-11-17T12:48:31","modified_gmt":"2025-11-17T11:48:31","slug":"increase-scores-database-management","status":"publish","type":"resources","link":"https:\/\/chapmanbright.com\/nl\/resources\/other\/increase-scores-database-management\/","title":"The Big Cleanup: increase scores by database management","content":{"rendered":"","protected":false},"parent":0,"template":"","cb_resources_category":[91],"class_list":["post-967","resources","type-resources","status-publish","hentry","cb_resources_category-other"],"acf":{"banner":4601,"title":"The Big Cleanup: increase scores by database management","text_overview":"Without (proper) data, you can\u2019t market your product(s) or service(s). Next to that, your data quality has a huge impact on your program and email performance. Therefore it\u2019s important to clean your database on a regular basis.","image":4598,"button":"Read","components":[{"acf_fc_layout":"layout_textblock_full","background":"grey-light","title":"","text":"<em>This article reflects Chapman Bright\u2019s earlier focus on Marketo and 'classical' marketing automation.\r\nToday we help B2B companies scale productivity with automation, AI, and agents. <a href=\"\/services\/pillars\/\">Read more<\/a><\/em>","button":null},{"acf_fc_layout":"layout_textblock_full","background":"none","title":"It all starts with your Marketo database. Without (proper) data, you can\u2019t market your product(s) or service(s).","text":"Next to that, your data quality has a huge impact on your program and email performance. Therefore it\u2019s important to clean your database on a regular basis. More important, you can maintain this by implementing data quality and database management programs with automatic processes that take care of this. But first, let\u2019s start simple.\r\n\r\n<strong>Strive for a 100% delivery rate<\/strong>\r\nSoft and hard bounces are responsible for lowering your delivery rate. Soft bounces can automatically be resolved in a few days. However, hard bounces are not going to be resolved by themselves. A hard bounce can have multiple reasons, e.g. a non-existent email address, an email address of a person that\u2019s out of service or a spam filter. <a href=\"https:\/\/docs.marketo.com\/display\/public\/DOCS\/Hard+and+Soft+Bounces+in+Email\">Learn more<\/a> about hard and soft bounces in email.\r\n\r\n<strong>How to resolve hard bounces?<\/strong>\r\n<ol>\r\n \t<li><em>Create a smart list with the filter \u2018Email Bounced = any, in the folder \u2018Group Smart Lists\u2019 in the database.<\/em><\/li>\r\n \t<li><em>Create a view in the Leads tab and name it \u2018Database Management\u2019. Include at least the following columns:<\/em>\r\n<ul>\r\n \t<li><em>Full Name, Company, Email Address, Email Invalid and Email Invalid Cause<\/em><\/li>\r\n \t<li><em>Leave out the columns that aren\u2019t interesting for database management smart lists\r\n<\/em><\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li><em>Take a closer look at why these email addresses hard bounced your emails and fix it accordingly.<\/em><\/li>\r\n<\/ol>\r\n<a href=\"https:\/\/smops.nl\/wp-content\/uploads\/2019\/02\/Blog-Hard-Bounces.png\"><img class=\"alignnone size-medium wp-image-9737\" src=\"https:\/\/smops.nl\/wp-content\/uploads\/2019\/02\/Blog-Hard-Bounces-300x100.png\" alt=\"\" width=\"300\" height=\"100\" \/><\/a>\r\nWhen you\u2019re done, you\u2019ve reduced the hard bounces will increase your email rates!\r\n\r\n<strong>Engagement score<\/strong>\r\nThe engagement score in a program is calculated by an algorithm that takes into account engaged behavior (e.g.: opens, clicks, program success) and disengaged behavior (Unsubscribe). As you can understand, the lower your open and click rates, the lower your engagement score will be. With a clean and proper database you can aim for higher rates. See <a href=\"https:\/\/docs.marketo.com\/display\/public\/DOCS\/Understanding+the+Engagement+Score\">here<\/a> how the engagement score in Marketo exactly works.\r\n\r\n<strong>How to clean your database?<\/strong>\r\n<ol>\r\n \t<li><em>Create a smart list with the filter \u2018Duplicate Fields = Email Address\u2019, in the folder \u2018Group Smart Lists\u2019 in the database.<\/em><\/li>\r\n \t<li><em>Select the view \u2018Database Management\u2019, you\u2019ve just created.<\/em><\/li>\r\n \t<li><em>Read <a href=\"https:\/\/docs.marketo.com\/display\/public\/DOCS\/Find+and+Merge+Duplicate+People\">here<\/a> how to merge duplicate contacts, start at step 3.<\/em><\/li>\r\n<\/ol>\r\n<a href=\"https:\/\/smops.nl\/wp-content\/uploads\/2019\/02\/Blog-Duplicates.png\"><img class=\"alignnone size-medium wp-image-9737\" src=\"https:\/\/smops.nl\/wp-content\/uploads\/2019\/02\/Blog-Duplicates-300x88.png\" alt=\"\" width=\"300\" height=\"100\" \/><\/a>\r\nWhen you\u2019re done, you\u2019ve cleaned the duplicates, and conserved all history.\r\n\r\nIn database management it\u2019s quality that counts, not quantity. By e-mailing only people who are interested and relevant, you will achieve much more. That\u2019s important to remember!\r\n\r\n<strong>Do you have a large database and is manual work ineffective?<\/strong>\r\nLet\u2019s have a cup of coffee and talk about how to automate database cleaning and about the possibilities to contribute to your database quality.","button":null},{"acf_fc_layout":"layout_form","image":null,"title":"More resources? Subscribe now!","form":"<script src=\"\/\/app-nld101.marketo.com\/js\/forms2\/js\/forms2.min.js\"><\/script>\r\n<form id=\"mktoForm_1012\"><\/form>\r\n<script>MktoForms2.loadForm(\"\/\/app-nld101.marketo.com\", \"709-IWW-550\", 1012);<\/script>"},{"acf_fc_layout":"layout_title","title":"","subtitle":""},{"acf_fc_layout":"layout_title","title":"Some extra resource suggestions for you","subtitle":"by our content recommendation engine"},{"acf_fc_layout":"rtp","title":"You might also like these other resources:","categories":["Blog"],"template":"template1"},{"acf_fc_layout":"layout_cta","title":"Want to increase the return on your database?","subtitle":"Get in touch with us!","button":{"title":"Contact","url":"\/contact\/","target":""}}]},"acfml_non_translatable_locations":null,"_yoast_wpseo_primary_cb_chaploop_category":null,"_yoast_wpseo_primary_category":null,"_yoast_wpseo_primary_cb_resources_category":"","_oembed_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_time_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_time_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_time_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_time_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_3e251453af4bbbd696536d0acadba70c":null,"_oembed_time_3e251453af4bbbd696536d0acadba70c":null,"_oembed_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_time_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_time_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_1a7070c378b395415af4a19fb20df21e":null,"_oembed_time_1a7070c378b395415af4a19fb20df21e":null,"_oembed_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_time_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_time_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_time_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_f06b7516090267ff536179713f17601d":null,"_oembed_time_f06b7516090267ff536179713f17601d":null,"_oembed_e410f7495d0eaf4554919b3e5f478077":null,"_oembed_72a013d9dd3f2322671bc171fe3158ee":null,"_oembed_940f9a7b80afb0cbcc3ba55ead955b1e":null,"_oembed_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_time_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_time_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_4dbf01cda5d7c2b1d4e613889ea0ea41":null,"_oembed_790b310b2853f889f44a51704e8e43db":null,"_oembed_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_time_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_time_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_37f9de01864257564c01942ac642dd0a":null,"_oembed_time_37f9de01864257564c01942ac642dd0a":null,"_oembed_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_time_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_01c508667543a073acaa932efa5f40c3":null,"_oembed_time_01c508667543a073acaa932efa5f40c3":null,"_oembed_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_time_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_df22d986c96061734fee19868cf88af0":null,"_oembed_time_df22d986c96061734fee19868cf88af0":null,"_oembed_e10bab5640f3efd1a065332325fa1451":null,"banner":"970","_banner":"field_5c7651d015c5c","_title":"field_5c7651d015e12","components":["layout_textblock_full","layout_textblock_full","layout_form","layout_title","layout_title","rtp","layout_cta"],"_components":"field_5c61508b6fb90","_yoast_wpseo_focuskw":"Database Management","_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":"It all starts with your Marketo database. Without (proper) data, you can\u2019t market your product(s) or service(s). Next to that, your data quality has a huge impact on your program and email performance. Therefore it\u2019s important to clean your database on a regular basis and take database management seriously.","text_overview":"Without (proper) data, you can\u2019t market your product(s) or service(s). Next to that, your data quality has a huge impact on your program and email performance. Therefore it\u2019s important to clean your database on a regular basis.","_text_overview":"field_5c7651d015fe3","subtitle":null,"_subtitle":null,"logo":null,"_logo":null,"image":"968","_image":"field_5c7651f47d2e1","button":"Read","_button":"field_5cc848e646b9e","components_4_categories":null,"_components_4_categories":null,"text_intro":null,"_text_intro":null,"frontpage_image":null,"_frontpage_image":null,"event_date_day":null,"_event_date_day":null,"image_link":null,"_image_link":null,"_yoast_wpseo_opengraph-image":null,"_yoast_wpseo_opengraph-image-id":null,"_yoast_wpseo_twitter-image":null,"_yoast_wpseo_twitter-image-id":null,"_yoast_wpseo_opengraph-title":null,"_yoast_wpseo_opengraph-description":null,"_yoast_wpseo_twitter-title":null,"_yoast_wpseo_twitter-description":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Big Cleanup: increase scores by database management - Chapman Bright<\/title>\n<meta name=\"description\" content=\"It all starts with your Marketo database. 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Therefore it\u2019s important to clean your database on a regular basis and take database management seriously.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/chapmanbright.com\/nl\/resources\/other\/increase-scores-database-management\/\" \/>\n<meta property=\"og:site_name\" content=\"Chapman Bright\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-17T11:48:31+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@chapmanbright\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/chapmanbright.com\/nl\/resources\/other\/increase-scores-database-management\/\",\"url\":\"https:\/\/chapmanbright.com\/nl\/resources\/other\/increase-scores-database-management\/\",\"name\":\"The Big Cleanup: increase scores by database management - Chapman Bright\",\"isPartOf\":{\"@id\":\"https:\/\/chapmanbright.com\/nl\/#website\"},\"datePublished\":\"2019-02-20T13:42:59+00:00\",\"dateModified\":\"2025-11-17T11:48:31+00:00\",\"description\":\"It all starts with your Marketo database. 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