Unsubscribes and Bounces Case Study

The Business Problem

When someone unsubscribed from a Sterisol email, or an address bounced, Mailchimp knew about it but webCRM didn't. Sales staff could carry on emailing people who had asked not to hear from Sterisol, or keep using addresses that no longer worked.

Respecting an unsubscribe is a legal requirement as well as good manners, so relying on someone to copy these changes across by hand was a risk.

The Solution

wildesoft.net added two more steps to the service. Each time it runs, it asks Mailchimp for everyone who has unsubscribed or bounced recently, finds each person in webCRM and updates their record: unsubscribers are blocked from mass emails, and bounced addresses are marked as bouncing so the sales team knows to find a new one.

Because each run looks back over the last few days rather than just since the last run, a missed run or a brief outage on either side doesn't lose any changes.

When Sterisol later reset its Mailchimp fields, wildesoft.net made sure the service ignored the old data from before the change, so nothing was overwritten by mistake.

The Result

An unsubscribe in Mailchimp now shows up in webCRM automatically, and so does a bounced address. Sterisol's CRM stays accurate, its staff don't contact people who have opted out, and its sender reputation is protected.

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