Digital Marketing: how to manage the C/4CHANA process to avoid spam filters

Solution: digital marketing

Client’s industry: manufacturing

Location: Pennsylvania, United States

The initial proposal implied a series of improvement in the SAP Hybris Marketing tool to correct a situation that was affecting the customer’s business directly. Whenever the company sent emails or newsletter to customers, they experimented a lot of rebounds (messages rejection by email servers). As a consequence, this generated a bad reputation with the mail servers from different providers. Because of this, the emails would go to spam, and one of the main sales channel of the company was affected.

Technically, this was something the client didn’t know how to solve and, at the moment, any provider had been able to give them a possible solution that responded 100% to the problem and in by the time they needed it.

What did they need? To identify the rebound causes so they could improve their reputation with the e-mail providers. That information, however, was not available in Hybris Marketing.

The solution

One of the Hybris Platform tool’s purposes is to set a target of people and bring them a marketing action. This group is determined by a series of filters associated to their general bag of customers. In the segmentation application where filters are made, we wanted to make available the attributes to identify what was happening with the customers receiving email rebounds.

In order to improve the reputation, we started by analyzing the rebound causes in the different mail services using the codes the rebound were using.

The client asked for a series of requirements linked to the problem: knowing the cause of the rebounds, all the technical details associated to them, and the ability to use that data not only in the segmentation but also in the export of information to another systems.

They also requested having 3 or 4 associated actions, such as the emails reclassification and being able to manually analyze certain emails and have an update of email sending permissions whenever a customer marked spam.

In conclusion, by developing a data flow using SAP Platform Integration we made some features available in order to execute a smarter rebound analysis, as we also created a flow that is constantly feeding the data. As all that information is available, the company was able to make better decisions towards a more efficient communication.

From now on, if a customer marks as spam any of the received communications, SAP Marketing allows the storage of that information and set new actions, for example, reach the customer through another media that won’t affect the reputation.