Data cleansing (also known as data cleaning or scrubbing) is the process of identifying and fixing issues within your database — such as duplicate records, outdated information, typos, formatting inconsistencies, or missing fields. It ensures your data is accurate, up to date, and ready to use. Clean data means fewer wasted emails, better customer insights, and stronger marketing results.

Good data is the foundation of successful marketing. If your contact lists are full of errors — like old job titles, invalid emails, or duplicates — your campaigns won’t reach the right people. Worse still, poor-quality data can make your brand look unprofessional or even lead to GDPR breaches. Quality data cleansing services ensure every contact you reach is relevant, reachable, and respectful of their privacy rights.

We can tackle a wide range of data issues, including:

• • Removing duplicate entries
• • Correcting spelling errors or invalid email formats
• • Standardising fields like job titles, company names or postcodes
• • Updating outdated contact details
• • Filling in missing information (where appropriate)
• • Validating emails, phone numbers, and postal addresses
• • Removing or flagging deceased individuals
• • Removing or flagging contacts that have changed address

We can also enrich your data by adding new fields that help with segmentation and targeting. A good data cleanse can provide benefits you never even considered.

Yes. Everything we do is built around data privacy and regulatory compliance. We only use data from fully vetted, GDPR-compliant sources and apply strict cleansing and validation processes. For many of our clients, we also act as a DPO (Data Protection Officer), giving them peace of mind that their data practices are in safe hands.

Absolutely. Even if you don’t send external marketing emails, poor data quality affects internal reporting, sales pipelines, and customer service. Clean data helps every part of your business run more efficiently — and keeps you compliant with GDPR even if you’re not sending mass communications.

 Some warning signs include:

• • High email bounce rates
• • Duplicate or inconsistent contact records
• • Customer complaints about incorrect details
• • Sales chasing unresponsive or irrelevant leads
• • Difficulty segmenting your data for marketing
• • Returns from you postal marketing campaigns

 If you’re seeing any of these, it’s time for a clean-up.

We start by reviewing your data, either as a sample or the full file. Then we recommend the best approach based on your data’s current state and your campaign goals. 

We use a mix of automated tools and human checks to fix issues, flag errors, and clean the data thoroughly. Once complete, we deliver it back to you in your preferred format, ready for use.