errors in consumer email communications
The inbox offers an efficient and easy space to communicate with customers. Companies send all types of consumer email communications. Many of these fall into the category of transactional, meaning they contain PII (personally identifiable information) or PHI (protected health information). This designation means rules, regulations, and protocols must be in place to send statements, notifications, and documents securely.
Critical errors can occur in this workflow. Avoid these to ensure compliance and data security.
Using Marketing Email Platforms for Transactional Emails
Email marketing systems have many features that make them perfect for promotions, general information, and notices of outages. Most, however, do not have the security and compliance foundation required for transactional consumer email communications.
While they likely have many security layers, they often don’t include encryption. Without this, they are more vulnerable to breaches. You should be evaluating what solution you use for these emails to understand their gaps. You’ll be much more secure by using a platform designed for these communications.
Leveraging Solutions That Only Meet the Minimum of Compliance
Regulations like HIPAA have strict rules about communications that include PHI. Others have mandates for documents with PII or financial information.
Some platforms may promote their compliance with the laws, but they may not have security features that expand on the minimum requirements. Only those with added protections like firewall security, IPS (Intrusion Prevention Systems), SFTP file transmission protocols, and cybersecurity tools go beyond this. A company that regularly conducts vulnerability assessments and penetration testing is truly being proactive about cyber-attacks.
Depending on Email Platforms that Lack Deliverability Features
email deliverability
If you encounter issues of communications not reaching the inbox, it’s a major problem. Consumers want the convenience of receiving digital statements and letters, but some platforms fall short in deliverability.
The best option is to choose a solution with sender certification. It’s like an email insurance policy, decoding deliverability challenges. As a result, inbox placement percentages increase.
Reputation monitoring is another key function. It monitors signals impacting sender reputation, which could also affect deliverability.
Email authentication is also essential for inbox placement. This capability protects your reputation and deliverability by tracking your email authentication health.
Email List Validation Without Optimal Methods
Email lists are always in flux. The higher your bounce rates, the more inaccurate your data is. You may be using manual processes to improve bounce rates, but that’s hard to stay on top of when you have thousands or millions of customers. Another way to do this is with third-party tools, which may or may not be compliant or have access to the most current information.
The ideal process would be for this feature to be part of your consumer email communication platform. It would be able to identify email addresses that are dead, wrong, or dangerous. It’s an automated function that occurs before every send.
No Connection Between Email and Physical Letter Customer Communications
What happens when messages bounce or don’t deliver over email? Do you have a process that triggers a physical letter? If not, problems will arise. Customers may not receive statements, letters, or notifications on time. At high volumes, this can quickly become a major issue.
You can avoid this error by selecting an email platform from your print and mail provider. It simplifies this workflow and lets you manage all communications with one partner.
Data and Reporting Gaps
How much do you know about your consumer email communications? Some systems may provide only a few metrics or have reporting limitations. This is valuable information in understanding customer engagement.
You should be able to access data on bounces, opens, downloads, and unsubscribes in real-time. Gaps in data and reporting leave you vulnerable to more challenges with deliverability.
Be Confident in Consumer Email Communications with PCI Group
Our solutions for transactional communications, both digital and physical, serve companies focused on compliance, security, and efficiency. Our eDelivery platform offers all the features of marketing email platforms but goes much further than the basics. It’s modern, optimized, and cyber-secure. Explore eDelivery today with a no-cost consultation.
