mySAP CRM 2005

Manage Undeliverable Messages Automatically with Bounce Management

  • by Pandora Campbell, CRM Solution Manager – Customer Project Management, SAP Labs, LLC
  • August 15, 2006
Introduced with the mySAP CRM 2005 Marketing component, the Bounce Management feature automates how your system responds to messages returned as undeliverable. Find out what you need to configure to use this new tool.
Key Concept
A bounce is an automated email reply received when a sent email is undeliverable. You can have two types of bounces — hard or soft. A hard bounce is permanently undeliverable because of an error with the recipient address. A soft bounce, however, is only temporarily undeliverable, most likely due to a momentarily unresponsive mail server or an out-of-office reply.

Bounce Management is a new tool offered in mySAP CRM 2005 Marketing, which became available for general release in June 2006. It provides an automated approach to managing temporary or permanent non-deliverable messages, such as emails. These automatic response emails are commonly called bounces.

Prior to mySAP CRM 2005 Marketing, marketing professionals relied on a cumbersome, manual process that involved sifting through emails on their companies’ email servers to detect bounced messages. This manual process often resulted in artificially high bounce rates because too many emails were counted as bounces, which negatively affected the success of an email campaign. Also, if a company set its email server to delete bounced messages upon receipt, you wouldn’t be able to tell if a message was returned.

With the Bounce Management tool, marketers can tell quickly if a message has reached its intended target. This allows them to reach a more accurate understanding of who actually responded to a campaign. For example, say you send out 100 emails to selected customers, inviting them to attend a special sale at your store. With Bounce Management, you can tell immediately which of these customers have permanent errors in their email addresses (e.g., an email address that is no longer active) or if the message is only a temporary bounced message that the system will attempt to resend (e.g., an out-of-office reply). This allows you to assess more accurately the success of your email campaign.

Pandora Campbell

Pandora Campbell is a CRM solution manager at SAP. She has over 11 years of SAP experience with an extensive background in the SAP R/3, Basis, SAP NetWeaver Portal, and workflow. She has spent the last five years working with mySAP CRM. Prior to working at SAP, she worked for five years at IBM and 18 years at Unisys. Pandora holds a BS degree from Immaculata University in Immaculata, PA.

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