If you’ve ever sent an email campaign that landed flat, there’s a good chance your data is to blame. Navigating competitive inboxes and GDPR compliance is a minefield, but one you should prioritise in 2025. Scroll to the bottom for a step-by-step guide on what campaign to run with your freshly cleaned data.
Why organised data is the backbone of email marketing
Think of data like the ingredients for a meal. The better organised your fridge, the easier it is to cook something impressive. The same goes for email campaigns. Well-structured customer data means you can personalise emails, create smarter segments, and make informed decisions, all while staying on the right side of UK data laws and best practises in 2025.
Start with a data audit
Before you start reformatting or importing anything, take stock of what you already have. Where is your customer data coming from? Website sign-ups, checkout forms, downloads, or social campaigns – are they properly categorised?
Look for duplicates, outdated entries, or missing fields. A common issue we see with clients is bloated lists full of half-finished records that can’t be used effectively. You want clean, complete, and useful data. That might mean a bit of housekeeping now, but it’ll save you hours down the line.
What data do you really need?
Not all data is created equal. It’s tempting to collect everything “just in case”, but that often leads to clutter. Ask yourself: what do I actually need to run better campaigns?
Usually, the essentials include name, email address, location, and purchase or engagement history. These allow for basic personalisation and segmentation, which is often all you need to start getting results. If you’re B2B, job title or company name might be key too.
The golden rule? If you’re not going to use a data point within 90 days, consider dropping it.
Get consistent with data entry
Data chaos often starts with inconsistent input. One person logs “United Kingdom”, another types “UK”, and a third just leaves it blank. Multiply that across thousands of contacts, and you’ve got a mess.
Establish clear standards for how data should be recorded: Capitalisation, formats, naming conventions etc. and make sure your team stick to them. If your forms feed directly into a CRM or email tool, use drop-downs and automated formatting wherever possible.
This doesn’t just make things tidier, it ensures your segments actually work when you need them.
Use the right tools
If you’re still juggling spreadsheets, it’s time to level up. A CRM (Customer Relationship Management system) or a robust email platform can help you store, segment, and activate your data more effectively.
Platforms like HubSpot, Zoho, or Capsule CRM offer centralised databases and easy integrations with your email tool. If you’re using Mailchimp or Klaviyo, you’ll find built-in features that support segmentation, tagging, and automation. The key is choosing a tool that fits your workflow and integrates cleanly with your existing systems.
Segment like a pro
Once your data is clean, it’s time to put it to work. Segmentation is where email marketing really starts to shine. Rather than blasting the same message to everyone, you can tailor your content to different groups.
Start simple. You might group contacts based on how recently they purchased, what type of product they bought, or how often they open your emails. From there, you can create campaigns that feel more relevant and timely.
As your strategy matures, you can get more granular, think re-engagement campaigns for lapsed customers or VIP emails for your top spenders.
Stay compliant (and trustworthy)
We can’t talk about customer data without touching on GDPR. As a UK marketer, you’re legally required to handle personal data responsibly.
This means collecting data through clear opt-ins, storing it securely, and giving customers control over their information. Always allow users to update their preferences or unsubscribe easily. Not only does this keep you compliant, it builds trust with your audience.
And remember: if you don’t need the data, don’t collect it. Less is more when it comes to compliance.
Don’t forget data hygiene
Even well-organised data can become outdated. People change email addresses, move companies, or simply lose interest in your content. That’s why ongoing maintenance is essential.
Set a reminder to audit your list every quarter. Remove hard bounces, inactive subscribers, and anyone who hasn’t engaged in the last 6 – 12 months. This improves your sender reputation and ensures your metrics reflect active interest – not dead weight.
Tools like Mailchimp, ActiveCampaign and HubSpot offer automated ways to keep your list clean, from bounce management to inactivity filters.
Make sure your systems talk to each other
If your email marketing platform, website, and CRM aren’t sharing information, you’re likely working harder than you need to. Integrations ensure that new leads are automatically added to the right list, that purchases are logged, and that customer actions trigger follow-up emails.
Whether it’s via native integrations, tools like Zapier, or APIs, make sure your tech stack is connected. This creates a single source of truth for each customer, which is vital for accurate segmentation and personalisation.
Step-by-step: How to build a re-engagement segment from your cleaned data
Once your customer data is cleaned and sorted, one of the best ways to make it work harder is by building a re-engagement segment. These are contacts who haven’t interacted with your emails in a while—but could still be valuable with the right nudge.
Step 1: Define what “Inactive” means for you
Is it 30 days without a click? 90 days with no open? You decide. Just make sure your definition fits your business cycle.
Step 2: Set engagement criteria in your platform
Head into your CRM or email tool and set filters based on your definition. Most platforms will let you filter by last open, last click, or last purchase.
Step 3: Layer on additional filters
Want to target high-value lapsed users? Add a filter for previous order value or time as a subscriber. This narrows the list to those most worth winning back.
Step 4: Give the segment a clear name
Call it something like “Lapsed – 90 Days – Over £50 Spent”. This helps you keep track as your segmentation library grows.
Step 5: Create a dedicated re-engagement campaign
Now that you have your segment, draft a message just for them. Be clear, be personal, and maybe offer a small incentive to click back in.
Looking ahead: Your data is a long-term asset
Clean, well-organised customer data isn’t just a nice-to-have – it’s a strategic asset. It powers better campaigns, supports your marketing goals, and creates a smoother experience for your audience.
More than that, it sets you up for the future. As AI and predictive tools become more common in email marketing, having structured, high-quality data will give you a serious advantage.
Final thoughts
Organising your customer data might not be the flashiest task on your to-do list, but it’s easily one of the most impactful. By cleaning, structuring, and maintaining your data, you’re setting yourself up for campaigns that deliver better results with less effort.
And if you’re not sure where to begin, that’s where we come in. At Roar Digital, we help marketers across the UK take control of their email marketing systems—from CRM setup to list segmentation and beyond.
Want to take your email strategy to the next level? Let’s chat.
