One Click Unsubscribe & Hard Bounce Automation Solution

 

CONTEXT:

In February 2024, Google and Yahoo introduced updated email standards affecting two key areas.

 

Hard Email Bounces: Tightened restrictions on undeliverable emails significantly impact sender reputation and IP status in SFMC. Compliance with Google’s new standards mandates refraining from sending eDMs to email addresses receiving 'hard bounce' notifications.

 

One-Click Unsubscribe: When recipients opt to 'one-click unsubscribe' in Gmail or Yahoo, the action is recorded in SFMC's 'businessunitunsubscribe' table, halting further eDMs.

 

 

 

Customers stop receiving eDMs after this action is stored in SFMC, however, this data doesn't automatically sync back to Salesforce CRM

Related links to this topic can be found below: 

·        https://help.salesforce.com/s/articleView?id=sf.mc_es_bulk_sender_guidelines.htm&type=5  

·        https://support.google.com/a/answer/81126?hl=en&sjid=8065390304696540759-AP&visit_id=638427086998447508-4024196221&rd=1  

 

 

 

PROCESS OVERVIEW: A single automation within SFMC is devised to manage hard bounces and one-click unsubscribes. The following high-level process flow depicts the operation:

DETAILED SOLUTION:

Business Unit Level in SFMC: Automation Steps:

·       Verify DKIM, DMRAC , SPF , ARC are correctly configured and are aligned as the Google and Yahoo policies.

·       Aggregate hard bounces and record them in a Data Extension labeled Master Bounce Log and Log DE.

·       Populate the Auto Suppression List with data from the Master Bounce Log DE.

(Note: The Auto Suppression List is an inherent suppression list in Marketing Cloud, comprising email addresses exempted from marketing emails.)

 

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