Playbook
CRM Data Hygiene Playbook
Data decays ~2% a month. This playbook turns cleanup from a once-a-year panic into a quiet routine.
Monthly
- Verify any contacts added or edited this month.
- Merge new duplicates flagged by the CRM.
- Suppress contacts that bounced or unsubscribed.
Quarterly
- Re-verify the full active database (email + phone).
- Archive contacts undeliverable for 2+ quarters.
- Review and standardize field formatting (phone, country, name case).
At point of capture
- Validate email and phone on form submit via API.
- Block disposable domains and obvious fakes before they're created.
- Normalize phone numbers to E.164 on entry.
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