Control & Compliance
Email is probably the least controlled medium in most organizations. As one CEO told me: “We have more control over Post Cards than we do over Email!”
This is changing and will accelerate going into 2005. Historically, different departments made their own email decisions with regard to email marketing. Customer service worked off their own system and rules, order confirmation, individual salespeople…it’s easy to see how this is getting out of control in many large organizations. And unlike other 2005 trends, this one absolutely affects larger organizations more than smaller.
In 2005 organizations are faced with three significant drivers that are forcing consistent control and compliance.
1. Point one is the goal for a central view of the customer. As email becomes more prevalent within an organization it is getting quite common for customers to get potentially “lots” of unrelated email from the same organization. What we’ll see is a lot more intelligence towards batching relevant communications to clients. Order confirmations for example are very time sensitive where as an offer might not be. Rather than send two, combine into one. Simple example, but we will be seeing a lot more intelligence around email control.
2. Point two is the whole area of email liability. Companies are recognizing not just the issues surrounding SPAM, but also legal liability for content in general. A health care might not be allowed to ever us the word “cure”. How can you be sure that somewhere in your organization an email isn’t going out that you would prefer didn’t? Policy isn’t enough. Content management systems as an integrated part of email will become a critical component to any system.
Deliverability is also dependent on Compliance. With emails coming from every corner of an organization it is becoming mission critical that systems are in place to monitor compliance with lists, bounces, filters and everything else associated with managing blacklists complying with the rules of various ISP white lists. No organization can afford to appear on a blacklist that might affect the entire enterprise because of the irresponsible action of perhaps one person or department