Close to 9 in 10 marketers use email to share content, and it shows. Over 319 billion business and consumer emails are sent and received per day. Per the CAN-SPAM Act, this high outreach equates to high risk, as opt-out errors are subject to up to $16K fines per individual email. RPA can help.
The CAN-SPAM Act of 2003 is a law that sets the rules and regulations for all commercial email. It gives the right for users to opt-out and unsubscribe from emails at any time. Non-compliance or violations of this act (including sending email to an address that has unsubscribed) result in heavy fines and penalties – up to $16,000 per individual non-compliant email sent. Not to mention the significant brand reputation erosion caused by ongoing post-opt-out email communication.
Further complicating the email opt-out process is the significant utilization of non-integrated cloud-based software (the average company uses an astounding 254 separate SaaS applications). How do you ensure opt-outs are in sync across your many disparate software solutions? Fortunately, Robotic Process Automation (RPA) can automate the synchronization of email opt-outs across your platforms.
An RPA-enabled, fully automated unsubscribe system operates as follows:
- Monitor for Unsubscribes: Utilizing Zapier Marketing Tool triggers combined with RPA webhooks and/or a custom RPA bot that monitors email inboxes or in-house applications, timely automated trapping of unsubscribes is ensured 24/7/365.
- Synchronizing the Unsubscribes: Once an unsubscribe is trapped, a custom RPA synchronization bot will be executed that ensures the unsubscribe is updated in all applicable systems (ex., Marketing Automation, Promotion, Sales/CRM, ERP, home-grown Legacy apps, Email Groups, etc.).
- Recording and Reporting: After synchronizing the unsubscribe across all platforms, the bot will update an audit database and then send an automated opt-out notification report via email to designated parties; providing insight into opt-out volumes and actionable marketing data on the specific sources of unsubscribes.
As you can see, RPA can quickly eliminate the time-consuming and error-prone process of manually synchronizing unsubscribes across platforms. Automating opt-outs ensures you remain the brand your customers love and removes the compliance penalty exposure associated with poor unsubscribe management.
Contact us today to learn more about how you can stop wasting time and minimize your CAN-SPAM risks by empowering your Marketing processes with RPA.