The importance of auditing your processes

Virgin Blue has been fined AUD $100,000 for breaching the Australian Spam Act 2003, by continuing to send to recipients who have opted out.

Over an 18 month investigation, it was found that in a 2 month period alone, they sent emails to 10,000 recipients who had previously opted out. Virgin Blue state the problems were caused by a technical malfunction, but investigators claim that it happened over a long period and that Virgin Blue were not reactive enough.

So, as marketers what can we do to ensure this doesn’t happen to us?

Consider implementing routine audits of your technology; ensure that the unsubscribe link not only works but also is applied so that those who have opted out are unable to receive any more emails.

Audits of simple but essential processes such as this and your subscription process are often overlooked, yet should be done on a regular basis. I do many of these for my clients and am often surprised at how many broken links and faulty processes I find during these audits.

For example when was the last time you went all the way through your subscription process?  Clicked on your Privacy Policy only to find it the IT department has moved it? Updated your Privacy Policy to reflect any new activity on your website? You may well be unpleasantly surprised with what you find.

These audits can of course also be used to gauge the journey involved in this process and whether it can be streamlined to make it more palatable for your subscriber….stay tuned for a future post on this subject

This entry was posted in Best Practice, Data Management, Legislation, Permission, Strategy and tagged , , , on by .
Kath Pay

About Kath Pay

Kath Pay is aCo-Founder and strategic email & digital marketing consultant with Plan to Engage.

In 2001 Kath Pay co-founded Ezemail, one of the pioneers of the email marketing industry in Australia, and expanded it into the UK in 2004 and prior to that she owned a small Web Design agency with extensive skills in HTML coding, designing, internet marketing and Search Engine Optimisation.

In the twelve years that she has worked in the digital marketing industry, Kath has participated in many of the industry activities that have seen email marketing become an essential channel for integrated digital marketing that delivers measurable return on investment. Key issues for Kath are email deliverability, creative, lifecycle marketing and email marketing best practices.

Kath has developed a reputation as an email marketing expert through her insights into the industry which are documented via the DMA Email Council's blog and is also a regular blogger on a well-read email marketing blog.

Kath is a member of the UK DMA's Email Marketing Council and is the Chair of the Events and Communications Hub. As part of her remit she is the Editor of the council's monthly newsletter Infobox, which has over 6,000 subscribers. She lectures at the IDM and is a regular speaker at industry events both nationally and internationally, including EEC Miami & Scottsdale, USA and Barcelona, Online Marketing Summit (OMS) London, IDMF London, Email Marketing Conference, Utrecht, The Netherlands.