Home  › Email › Email Marketing

E-mail Relevancy Powered by Privacy

  |  January 19, 2011   |  Comments

Ensure that the right information at the right time and to the right individual is sent out.

Today, e-mail relevancy is being powered by privacy. "What?" you ask. That doesn't make much sense. What does one have to do with the other? Many of you out there today might fear the practice of privacy. You might think that by asking for permission or giving options to customers, you will lose customers or database size (quantity over quality). But that just isn't the case.

The anti-spam community and many marketing experts have preached the ideals of relevancy within your e-mail campaigns for years, and rightfully so. Relevancy, or targeting of e-mails, can sometimes reduce the heartache of the recipient, reducing their propensity to hit the "This is SPAM" button. Those, like myself, who have preached the relevancy mantra can usually show better delivery rates. Much of that relevancy can be done using behavioral metrics such as open, click-through, website visits, etc. But did you know that it also comes from the process of privacy as well?

When you define it, privacy is the ability of an individual or group to control information about themselves from becoming known to people other than those they chose to give the information to. It is a fundamental human right and a cornerstone of a democratic society in many countries. It lies at the foundation of the rule of law, the secret ballot, doctor-patient confidentiality, lawyer-client privilege, the notion of private property, and the value our society places on the autonomy of the individual. Things like names, addresses, phone numbers, financial data, and e-mail addresses all can be defined in some way as personally identifiable information (PII) by many privacy frameworks.

To make things much more interesting, countries like Canada (PIPEDA) and groups like the European Union (Directive 95/46/EC) have explicit opt-in requirements to process PII. This year, the U.S. is even considering having a federal law or federal framework requiring explicit opt-in as well. Many of your clients are also not just in the U.S., but have operations around the world in countries that have this legal requirement.

CRM systems and marketing process all come down to how the audience reacts to your campaigns. Yes, you can monitor the consumer's digital body language

Permission (privacy) should be at the cornerstone of every marketing process at every business today. Not only because it might be a requirement soon, but because it powers the relevancy of your message from the beginning, and impacts how your e-mail deliverability will move forward. Consumers are not afraid to dump your brand if they feel their needs are not being met, or if they feel threatened by loss of their PII. If you send the customer what they asked for (and gave permission for), then you are giving the relationship a good start. When you get permission, you have the ability to get more relevant targeting information about users, including demographics and the types of information they want.

Privacy should not be feared, but embraced. It helps ensure that the right information at the right time and to the right individual is sent out.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Dennis Dayman

Dennis Dayman has more than 17 years of experience combating spam, security issues, and improving e-mail delivery through industry policy, ISP relations, and technical solutions. As Eloqua's chief privacy and security officer, Dayman leverages his experience and industry connections to help Eloqua's customers maximize their delivery rates and compliance. Previously, Dayman worked for StrongMail Systems as director of deliverability, privacy, and standards, served in the Internet Security and Legal compliance division for Verizon Online, as a senior consultant at Mail Abuse Prevention Systems (MAPS), and started his career as director of policy and legal external affairs for Southwestern Bell Global, now AT&T. As a longstanding member of several boards within the messaging industry, including serving on the Board of Directors and the Sender SIG for the Messaging Anti-Abuse Working Group (MAAWG), Secretary/Treasurer for Coalition Against Unsolicited Commercial Email (CAUCE), Certified Information Privacy Professional (CIPP) Advisory Board, Dayman is actively involved in creating current Internet and telephony regulations, privacy policies, and anti-spam legislation laws for state and federal governments.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...