Use the E-mail Response Management System to Manage Opt-Out Requests

  • by William R. Pritchett, Senior Business Process Engineer, Dow Corning Corporation
  • John Burton, Director Solution Management, SAP Interaction Center & Social CRM, SAP
  • Vinod C, Developer, SAP CRM
  • April 22, 2010
When you use SAP CRM Marketing to send out an email marketing campaign, you should offer a way for recipients to opt out of subsequent emails from your company. Learn how to provide this functionality using standard HTML commands to generate opt-out requests and the E-mail Response Management System to process these requests and automatically update a marketing attribute.
Key Concept
You can accommodate opt-out requests by assigning a marketing attribute to the SAP CRM contact record. You can then maintain and reference this attribute when you execute email campaigns. This prevents users who have opted out of campaigns from receiving future emails from your company.

SAP CRM Marketing provides all the tools you need to execute email marketing campaigns. These kinds of campaigns are a cost-effective way to communicate with contacts in your SAP CRM database and tell them about your products and services. However, when you send mass emails, you must comply with regulations such as the CAN-SPAM Act of 2003. That provision (which became law in the US in December 2003) established national standards for the sending of commercial email. It includes a requirement that unsolicited emails must contain a visible and operable unsubscribe mechanism. Similar laws have also been enacted in other countries to protect consumers from receiving unsolicited emails.

Even if your campaigns include contacts who are not in countries where such laws exist, it is a good business practice to offer an unsubscribe option. This allows you to eliminate contacts who are not interested in your company’s products and services from subsequent campaigns, allowing you to focus your resources on more viable prospects.

You can take several approaches to design an opt-out mechanism. We’ll show you a simple way to provide this functionality using both SAP CRM Marketing and the E-mail Response Management System (ERMS).

William R. Pritchett

William (Bill) Pritchett has more than 25 years of IT industry experience and has worked at Dow Corning Corporation for the past 16 years. Over the past eight years he has focused on the company’s CRM systems and processes. His current responsibilities include expanding the capabilities of Dow Corning’s SAP CRM 7.0 system.

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John Burton

John Burton is a director of product management at SAP and is responsible for the SAP CRM Interaction Center (including ERMS) and social CRM topic areas. John has 13 years of experience at SAP and has been involved with SAP CRM and the Interaction Center since 1999. He is also the author of Maximizing Your SAP CRM Interaction Center, available at the SAPinsider Store. John is an alumnus of the University of Michigan and Central Michigan University. John can be found on LinkedIn at

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Vinod C

Vinod C is the developer at SAP for SAP CRM Interaction Center. Vinod has four years experience with Interaction Center and has been involved in SAP CRM since 2005. He specializes in SAP CRM Interaction Center (both WinClient and WebClient), ERMS, and Call List functionality. His current responsibilities include support and maintenance of the SAP CRM Interaction Center.

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