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Data Hygiene: 3-step Tutorial To Keep Your CRM Spotless

Almost half of the B2B businesses in the US have old, unused, duplicate or inaccurate leads in their CRMs — 25% of their leads to be exact.

Anyone working in sales or marketing knows how important it is to have a clean list of leads to reach out to with a proposal. To save time and money, many businesses buy lead lists without checking their quality and accuracy, and they end up wasting time cleaning up the CRM data they bought. These lists can have outdated and faulty information — or even entry errors so the information is not accurate.

Information changes so quickly. People are changing jobs and the companies they work for, they have different email accounts and telephone numbers. For a business to stay up-to-date, practicing CRM hygiene is a must.

What is CRM hygiene?

CRM hygiene is a process of maintaining clean CRM lists, by occasionally deleting or updating contact information.

Aside from active clients and fresh leads, there are several types of data you can find in your CRM that can harm your outreach efforts:

  • Data that is no longer relevant for sales or marketing purposes
  • Data is outdated – companies went bankrupt, emails, addresses and/or phone numbers changed
  • Incorrect data, incomplete or have entry errors
  • Lost leads or leads that unsubscribed from your newsletter

Having inaccurate leads in a CRM can impact businesses in so many ways. It can cost money, time, resources, but also the brand’s reputation and credibility. If your team is targeting leads with a wrong or irrelevant message, it can cause confusion and create a bad customer experience. Not only that! If your email lists are older than 3 months and not updated with fresh information, you can be mistaken for a spammer and your email account will probably be suspended. To avoid the negative impact these decaying leads can have on your business, invest time in cleaning your CRM and updating it with fresh information.

Here are 3 things you should do to ensure your CRM data is spotless.

1. Minimize email bounce rates – perform SMTP checks

By minimizing email bounces, you improve your deliverability rate — meaning, more emails will reach your prospects’ inboxes. Running an SMTP check is an easy and quick way to check if your lead emails will not bounce.

SMTP is an abbreviation for Simple Mail Transfer Protocol and it’s used for sending email messages between servers. If the address you are sending your email to is not working, then that email will bounce.

To make sure we deliver reliable information to our clients, our TaskDrive team of QAs uses a service called Hubuco. It is a paid service that helps you verify email addresses in bulk. They can check for duplicate emails, they can connect with an email recipient’s SMTP server to check if the email account exists, and they guarantee to remove all soft and hard email bounces.

However, if you don’t have a budget for a paid service, you can try MailTester. It’s a free service that checks if the email is valid, and it is simple to use. The only downside is that you can only test one email.  The tool can’t perform bulk checks.

It’s also important to reduce your bounce rates and you should always verify email addresses before you email them.

But how does this increase your open rates?

The less email bounces you have, the better your domain’s email deliverability and therefore your overall email sending reputation improves.

Essentially higher email deliverability = better open rates.

2. Check the LinkedIn profiles of your leads

You can now find most of the businesses on LinkedIn. So, we suggest checking out the LinkedIn profiles of your leads to see if they are still working at the same company and still holding the same position. This will prevent you from reaching out to irrelevant leads.

Extra tip: if the contact has listed two companies, and it says he or she is working at both, the last one listed is more likely to be his or her current workplace.

3. Compare your list of leads to your blacklist

If you have a blacklist of emails and domains that are spammy or the owners of those websites asked you not to contact them anymore, compare that list with your updated list of leads before the start of your outreach campaign. That way, you will be sure not to contact those leads, avoid embarrassing situations, and save your reputation.

You can perform this check in Google Sheets with a simple add-on feature or Excel using custom formatting.

Step 1

Export both lists, a list of leads you plan on reaching out to and your blacklist. Then, compile them into one with two separate sheets.

Step 2

For Google Sheets users, we recommend installing an add-on called Power Tools. You can compare two sheets in just a few clicks using this freemium add-on.


The other way to check for duplicates is with the custom formula for checking duplicates


You can use this formula in both Google Sheets and in Excel, depending on what you prefer using.


An updated, relevant contact list is a great starting point on the road to successful sales or marketing efforts. Dedicate time to update and keep your CRM information fresh, so your sales and marketing teams can focus on closing deals and driving success. However, if you are short on time and resources to organize your CRM, you can outsource that task to a professional team. Here at TaskDrive we can, with your permission:

  1. Go into your CRM,
  2. Update all the information,
  3. Delete decayed leads,
  4. Deliver you fresh contacts ready for your team to contact.

Contact us today and let’s see what we can do for you.

Marketing Manager @ TaskDrive Actively participating in the digital marketing world more than 5 years. Currently making sure that our website content is up-to-date and our blog is filled with easy and useful sales and marketing guides. Very passionate about dogs, topics on spirituality and Unicorns.

We make sure your leads are always fresh and updated. Schedule a call with our team today and let's clean up you CRM data.

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