data laws
More than ever, people seem to care an awful lot about protecting the privacy of their personal data. Does that mean the days of blindly checking the “Agree” box for terms and conditions are over? Will consumers start poring over the privacy policies of every website they do business with? Honestly, probably not. But prioritizing personal data protection is a trend that’s turned into a movement with no signs of slowing down. At the same time, consumers are expressing a desire for more personalized experiences from brands. And marketers are more than willing to use personal data to make that happen. A highly personalized brand experience requires personal data. So, where do these two lines cross? How can marketers use the power of personalization to build unique and engaging emails for subscribers while being vigilant about data privacy at the same time? Table of Contents The privacy paradox and its…
If a historian was ever to document the story of email marketing, we suspect they would look at it from the perspective of before-GDPR and after-GDPR. GDPR wasn’t the first regulation to attempt to clean up the world of email marketing, but it was the first that had real teeth and the promise that it would bite if marketers didn’t comply. Before GDPR, email marketing was still in its Wild West era. After GDPR, email marketing became a much more accountable environment, making the inbox a much more productive and friendly place. The success of the European Union’s General Data Protection Regulation (GDPR) hasn’t gone unnoticed and is largely being replicated around the world. For example, the California Consumer Privacy Act (CCPA) and, more recently, the California Privacy Rights Act (CPRA) mirror the GDPR. Like GDPR, both of these laws give regulators the power to go after less-than-scrupulous email marketers…