{"id":51850,"date":"2024-03-08T18:00:00","date_gmt":"2024-03-08T23:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=51850"},"modified":"2024-03-08T18:19:15","modified_gmt":"2024-03-08T23:19:15","slug":"foundations-of-data-privacy-in-email-marketing","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/foundations-of-data-privacy-in-email-marketing","title":{"rendered":"Foundations of Data Privacy in Email Marketing"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_de0b3b1342bee23309da914c1978a7ff\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">Email marketers are responsible for protecting their subscribers\u2019 data. In a world where privacy is ever-evolving, it\u2019s important to be on top of privacy matters\u2014and that means having a strong understanding of the privacy basics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In four lessons, we cover <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/foundations-of-privacy.html\" target=\"_blank\" rel=\"noopener\">data privacy in email marketing<\/a> as it stands today, plus tips on how to future-proof the privacy of your email program. Whether you\u2019re new to email marketing or need a refresher\u2014we made it easy for you to get informed and prepare for the future.<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_5e3d26c2e2693987220dac59a54d327a\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/lock-blue-line-icon.png\" alt=\"lock illustration\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Foundations of Email Privacy<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Whether you\u2019re new to email marketing or a seasoned pro, you have to be on top of privacy matters. We\u2019ve made it easy to get informed in just four lessons.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/foundations-of-privacy.html\">\n\t\t\t\t\t\tStart Today\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_ab0584b815a9da6a82abe1247a74f3c4\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">The evolving landscape of data privacy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The landscape of email privacy is continuously evolving, driven by factors like technology, consumer expectations, and changes in regulation. Email marketers use tools that rely on data\u2014like segmentation and dynamic content\u2014and with the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.demandgenreport.com\/resources\/reports\/what-s-working-in-personalization-marketers-double-down-on-customer-data-digital-channels-personalized-content-to-improve-account-engagement-conversions\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">growing demand for personalization<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s important to be up to speed on the latest data privacy regulations in order to foster (and uphold) <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/are-you-investing-in-or-spending-your-email-subscribers-trust\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">brand trust<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Importance of email privacy laws<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email privacy laws establish guidelines for fair and responsible data use. These laws are designed to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Protect subscribers<\/strong> <span style=\"font-weight: 400;\">from unsolicited emails<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Ensure transparency<\/strong><span style=\"font-weight: 400;\"> about data collection and usage<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Give individuals control<\/strong><span style=\"font-weight: 400;\"> over their personal information<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For brands and businesses, following these laws reduces the risk of legal issues. More importantly, it helps build trust in their brand. This is especially important today, as <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">artificial intelligence (AI)<\/span><\/a><span style=\"font-weight: 400;\"> becomes more common and people are looking for more <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.hubspot.com\/state-of-marketing?utm_source=hscm-Litmus-SOM-2024-blog\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">human-centric marketing<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Current state of email privacy laws<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To understand today&#8217;s email privacy laws, it&#8217;s helpful to start with a bit of history. Let&#8217;s explore some key events in email marketing from the past few years that have shaped the industry.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>2021: <\/strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Apple\u2019s Mail Privacy Protection (MPP)<\/span><\/a><span style=\"font-weight: 400;\"> comes into effect on September 20, 2021.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>2022<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> Generative AI sees it\u2019s biggest boom with the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.forbes.com\/sites\/cindygordon\/2023\/02\/02\/chatgpt-is-the-fastest-growing-ap-in-the-history-of-web-applications\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">release of ChatGPT<\/span><\/a><span style=\"font-weight: 400;\"> and DALL-E 2.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>2023<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> Apple introduces <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-apple-ios-17\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Link Tracking Protection (LTP)<\/span><\/a><span style=\"font-weight: 400;\"> as part of its iOS 17 release on September 18, 2023.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>2024<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> Gmail and Yahoo institute <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-yahoo-gmail-email-deliverability-rules\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">new deliverability rules<\/span><\/a><span style=\"font-weight: 400;\"> starting February 2024.<\/span><\/li>\n<\/ul>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_88011c87b2a82573b21fadbc1ddad617\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/webinar_icon_blue.svg\" alt=\"\" width=\"101\" height=\"100\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>How to Navigate New Sender Requirements from Gmail and Yahoo<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Good news: the &#8220;new&#8221; rules aren&#8217;t new\u2014but you&#8217;ll want to get acquainted with them. Experts from Yahoo, Braze, and SocketLabs weigh in on how best to navigate these requirements.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-navigate-new-sender-requirements-from-gmail-and-yahoo\">\n\t\t\t\t\t\tGet up to speed\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_54a8eb388d6b5895260b46a8d4b5bcb6\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Looking back, you\u2019ll see that every year brings something new to the mix. And as technology advances, so do privacy measures. Major tech players such as Apple, Google, and Yahoo are continually adapting to better protect their users. For example, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/apple-mail-privacy-protection-resources\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Apple&#8217;s introduction of Mail Privacy Protection (MPP<\/span><\/a><span style=\"font-weight: 400;\">) marked a major shift towards a more privacy-focused approach, emphasizing user control\u2014a change to which email marketers have had to evolve with.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Understanding key email privacy laws<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">What privacy laws should all email marketers know and understand? Let\u2019s take a closer look at four governing laws.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) Act<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The CAN-SPAM Act is a United States federal law designed to combat spam. The <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Federal Trade Commission<\/span><\/a><span style=\"font-weight: 400;\"> (FTC) defines it as:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CAN-SPAM requires businesses and brands to, among other things:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include <\/span>a <strong>working unsubscribe link<\/strong><span style=\"font-weight: 400;\"> in every marketing email sent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Honor opt-out requests <\/span><strong>within 10 business days<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include their <\/span><strong>mailing address<\/strong><span style=\"font-weight: 400;\"> in every email they send<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Never use misleading or <\/span><strong>deceptive sender names, subject lines,<\/strong> <span style=\"font-weight: 400;\">or<\/span> <strong>email copy<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Never attempt to <\/span><strong>conceal their identity or the fact that they\u2019re sending advertising<\/strong><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Canadian Anti-Spam Legislation (CASL)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another anti-spam law is CASL. Enforced in Canada, it\u2019s known as one of the world\u2019s strictest anti-spam laws. The law sets clear requirements for sending a marketing email\u2014also referred to as commercial electronic message (CEM).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.priv.gc.ca\/en\/privacy-topics\/privacy-laws-in-canada\/the-personal-information-protection-and-electronic-documents-act-pipeda\/r_o_p\/canadas-anti-spam-legislation\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Office of the Privacy Commissioner of Canada<\/span><\/a><span style=\"font-weight: 400;\"> defines it as:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A federal law dealing with spam and other electronic threats. It is meant to protect Canadians while ensuring that businesses can continue to compete in the global marketplace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/crtc.gc.ca\/eng\/com500\/faq500.htm\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Canadian Radio-television and Telecommunications Commission (CRTC)<\/span><\/a><span style=\"font-weight: 400;\"> shares three general requirements for sending a commercial electronic message (CEM):<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Obtain consent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide identification information<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide an unsubscribe mechanism<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">General Data Protection Regulation (GDPR)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Now onto data privacy laws. These specify how an individual\u2019s data should be collected, stored, and shared with third parties.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2018, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/5-things-you-must-know-about-email-consent-under-gdpr\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GDPR<\/span><\/a><span style=\"font-weight: 400;\">\u2014the European Union\u2019s privacy law\u2014came into effect. (And after Brexit, the UK created its own UK GDPR.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To keep email consent compliant with EU and UK GDPR. you should:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide the option to unsubscribe in every email<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get consent from a positive opt-in (not pre-ticked boxes)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep consent requests separate from other terms &amp; conditions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make it easy for people to withdraw consent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep evidence of who consented, when, and how<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Review your consent practices and existing opt-ins<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">California Consumer Privacy Act (CCPA)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In 2018, California passed the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ccpa-what-marketers-need-to-know-about-the-california-consumer-privacy-act\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CCPA<\/span><\/a><span style=\"font-weight: 400;\">, which came into effect in 2020.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">State of California Department of Justice<\/span><\/a><span style=\"font-weight: 400;\">, the CCPA was instituted to give consumers more control over the personal information that businesses collect about them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This law secures privacy rights for California consumers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>The right to know<\/strong><span style=\"font-weight: 400;\"> about the personal information a business collects about them and how it is used and shared<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>The right to delete<\/strong><span style=\"font-weight: 400;\"> personal information collected from them (with some exceptions)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>The right to opt-out<\/strong> <span style=\"font-weight: 400;\">of the sale of their personal information<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>The right to non-discrimination<\/strong><span style=\"font-weight: 400;\"> for exercising their CCPA rights<\/span><\/li>\n<\/ul>\n<p><em><span style=\"font-weight: 400;\">Disclaimer: This blog post provides a high-level overview about CAN-SPAM, CASL, GDPR, and CCPA, but is not intended, and should not be taken as legal advice. Please contact your attorney for advice on email marketing regulations or any specific legal problems.<\/span><\/em><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_6ea57b8fc7c9614fc7df5574bff47133\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/lock-blue-line-icon.png\" alt=\"lock illustration\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Learn the Foundations of Email Privacy<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Email marketers are not only responsible for protecting subscribers\u2019 data, but also using it in transparent and ethical ways. Privacy measures will continually evolve\u2014that&#8217;s why it&#8217;s crucial to stay informed about the privacy laws that apply to email.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/foundations-of-privacy.html\">\n\t\t\t\t\t\tStart today\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_7a1bceead222b95c0408da7bde2edf5a\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Data collection and management<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In email marketing, navigating data collection and management is essential for compliance and building trust with your audience. Let&#8217;s break down the fundamental steps to collecting, storing, and managing subscriber data.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Forms of consent<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Do you know the different forms of consent in email marketing? There\u2019s two types: <\/span><strong>explicit consent<\/strong><span style=\"font-weight: 400;\">\u2014sometimes referred to as express consent\u2014and<\/span> <strong>implicit consent<\/strong><span style=\"font-weight: 400;\">\u2014also known as implied or inferred consent.<\/span><\/p>\n<p><strong>Explicit consent<\/strong> <span style=\"font-weight: 400;\">is when a person has clearly agreed (orally or in writing) to receive marketing emails from your brand. Examples include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clicking a checkbox on a form<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confirming through <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-marketing-assumptions-i-need-to-use-double-opt-in-for-all-signups\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">double opt-in (DOI)<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Opting-in through written consent<\/span><\/li>\n<\/ul>\n<p><strong>Implied consent<\/strong> <span style=\"font-weight: 400;\">is when a person has <\/span><i><span style=\"font-weight: 400;\">not<\/span><\/i><span style=\"font-weight: 400;\"> directly signified that they want to receive marketing emails from you, but have provided their email address over a course of normal business communication.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below are examples of implied consent, instances where an individual has <\/span><i><span style=\"font-weight: 400;\">not<\/span><\/i><span style=\"font-weight: 400;\"> explicitly agreed to receive marketing emails from the business or brand:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Collecting customer information from checkout<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Collecting emails from a \u201cContact Us\u201d form<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Signing up for gated content or resources<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Keep in mind that implied consent jurisdiction varies by country. When implied consent is allowed, it is usually restricted to a specific time frame or under a set of circumstances.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Collecting email permission<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email marketing is based on permission. This means you should only send emails to individuals who have explicitly opted in to receive them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are two approaches to email permission:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Single opt-in (SOI)<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> A subscription process where a new email address is added to your mailing list <\/span><strong><i>without requiring<\/i><\/strong><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> the owner of that email address to confirm definitively that they knowingly and willingly opted in.\n<p><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Double opt-in (DOI).<\/strong> <span style=\"font-weight: 400;\">A subscription process where a new email address is only added to your mailing list <\/span><strong>after the email address owner clicks a confirmation link <\/strong><span style=\"font-weight: 400;\"><strong>i<\/strong>n an opt-in confirmation request email that\u2019s sent to them after they opt in via a form or checkbox. Sometimes referred to as confirmed opt-in (COI).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Which should you opt for? Like most things in email: it depends\u2014and it\u2019s ultimately up to you to decide.<\/span><\/p>\n<figure id=\"attachment_92533\" aria-describedby=\"caption-attachment-92533\" style=\"width: 1250px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-92533\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/Opt-In-FOP.png\" alt=\"A chart showing the difference between single opt-in and double opt-in\" width=\"1250\" height=\"454\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/Opt-In-FOP.png 1250w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/Opt-In-FOP-300x109.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/Opt-In-FOP-1024x372.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/Opt-In-FOP-768x279.png 768w\" sizes=\"(max-width: 1250px) 100vw, 1250px\" \/><figcaption id=\"caption-attachment-92533\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/foundations-of-privacy.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Foundations of Email Privacy<\/span><\/a><\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">Opting out<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ensuring that subscribers can easily unsubscribe is important to comply with CAN-SPAM, CASL, GDPR, and CCPA. You must ensure all marketing emails you send contain an unsubscribe link\u2014also known as the right to opt-out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dive deeper into <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-dos-and-donts-of-unsubscribes\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the dos and donts of unsubscribe links<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Storing and deleting subscriber data<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Managing subscriber data goes beyond mere collection and storage\u2014it also means respecting and actioning on subscriber rights, such as the <\/span><strong>right to access<\/strong><span style=\"font-weight: 400;\"> and the <\/span><strong>right to be forgotten<\/strong><span style=\"font-weight: 400;\"> (as outlined in data privacy laws like the GDPR and CCPA).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Note the distinction between unsubscribing and exercising the right to be forgotten (aka deleting every data point you have on that individual). Make sure you have at least one clear method for subscribers to request their data be deleted, such as through a specific section of your website, an email, or a customer service contact option. Once a request is received, act on it efficiently, removing all associated data from your systems.<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_7e55eada1079f8734c799e6c59c88bed\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/lock-blue-line-icon.png\" alt=\"lock illustration\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Foundations of Email Privacy<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Whether you\u2019re new to email marketing or a seasoned pro, you have to be on top of privacy matters. We\u2019ve made it easy to get informed in just four lessons.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/foundations-of-privacy.html\">\n\t\t\t\t\t\tStart today\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_18655e8277355e4bba86897dc70b7b77\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Building an email program with privacy laws in mind<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Keeping privacy laws top of mind is not just about compliance\u2014it&#8217;s a crucial part of building trust with your subscribers and ensuring the success of your email marketing program.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Regular data hygiene<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If data hygiene isn\u2019t baked into your routine, make sure it is! Set aside time every few weeks or so to ensure you\u2019re practicing good <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/data-hygiene-your-email-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">data hygiene<\/span><\/a><span style=\"font-weight: 400;\"> to keep your deliverability and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-program-health-checklist\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">overall email health<\/span><\/a><span style=\"font-weight: 400;\"> up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0This includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Checking your list for inactive subscribers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Removing any <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-list-hygiene-how-to-build-a-clean-email-list\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">invalid emails<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Removing duplicates<\/span><\/li>\n<\/ul>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/data-hygiene-for-personalized-emails.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Regular data hygiene<\/span><\/a><span style=\"font-weight: 400;\"> ensures that your emails reach the right audience, reducing the chance of complaints (e.g. being marked as spam) and enhancing the overall effectiveness of your email marketing program.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email authentication protocols<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When setting up a new email program, one of the first things an email marketer should do is ensure email authentication protocols are set up correctly.<\/span><\/p>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/27-deliverability-terms-every-email-marketer-should-know\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SPF, DKIM, and DMARC<\/span><\/a><span style=\"font-weight: 400;\"> are three essential protocols most email marketers are familiar with, but recent times have seen <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Brand Indicators for Message Identification (BIMI)<\/span><\/a><span style=\"font-weight: 400;\"> rise in importance, earning support from major inboxes like Gmail, Yahoo, and Apple\u2014some of the<\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-client-market-share\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> most widely used email clients<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo.jpg\" alt=\"an illustration of a mobile email\" width=\"1200\" height=\"675\" \/>\n<h3><span style=\"font-weight: 400;\">Empowering preference centers<\/span><\/h3>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-preferences-center-best-practices\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Preference centers<\/span><\/a><span style=\"font-weight: 400;\"> are a great way to meet the needs of your subscribers. They allow subscribers to manage what they want to hear from you and how often (not to mention help build <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/four-types-of-data\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">first-party data<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You preference center should include a universal unsubscribe button that offers a way for people to unsubscribe from <\/span><i><span style=\"font-weight: 400;\">all<\/span><\/i><span style=\"font-weight: 400;\"> of your emails. This should be easy for them to find, which will offer a better subscriber experience as well as help you stay compliant.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Preparing for the future of email privacy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You can always count on the fact that privacy measures will continue to evolve in email privacy. It\u2019s an ever-changing field, which is precisely why it&#8217;s so crucial to proactively safeguard your email program. By taking steps to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/privacy-proof-your-email-program\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">privacy-proof your email program<\/span><\/a><span style=\"font-weight: 400;\">, you\u2019re not just keeping up with the times; you\u2019re ensuring a secure and trustworthy environment for your subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some steps you can take to prepare for the future of email privacy.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Changing sender requirements<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In case you missed it, as of February 2024 Gmail and Yahoo have <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-yahoo-gmail-email-deliverability-rules\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">implemented stricter regulations<\/span><\/a><span style=\"font-weight: 400;\"> for bulk email senders. Now, senders who send more than 5,000 emails daily to Gmail or Yahoo addresses are required to comply with a newly established set of guidelines.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Good news: these \u201cnew\u201d rules aren\u2019t necessarily new. Essentially it means that <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email authentication<\/span><\/a><span style=\"font-weight: 400;\"> will now be a must. Specifically, bulk senders must:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use security protocols like DKIM, SPF, and DMARC to authenticate your emails\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Implement one-click <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-list-unsubscribe\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">list-unsubscribe<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Honor <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-dos-and-donts-of-unsubscribes\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">unsubscribes<\/span><\/a><span style=\"font-weight: 400;\"> within two days<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maintain a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">spam complaint rate<\/span><\/a><span style=\"font-weight: 400;\"> under 0.3%<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Something to note: Gmail and Yahoo are two of the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-client-market-share\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">most popular email clients<\/span><\/a><span style=\"font-weight: 400;\">. It\u2019s best to ensure you have <\/span><i><span style=\"font-weight: 400;\">all the above<\/span><\/i><span style=\"font-weight: 400;\"> in place to protect your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/make-it-to-the-inbox-not-the-spam-folder-with-litmus-spam-testing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email deliverability and keep your emails out of spam<\/span><\/a><span style=\"font-weight: 400;\">. (Bonus points if you have <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-set-up-bimi\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">BIMI<\/span><\/a><span style=\"font-weight: 400;\"> setup!)<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_d96a19fc836738e0f2c1cd3508c03dd9\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/03\/webinar_icon_blue.svg\" alt=\"\" width=\"101\" height=\"100\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>How to Act and What to Do: New Sender Requirements from Gmail and Yahoo<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Good news: the &#8220;new&#8221; rules aren&#8217;t new\u2014but you&#8217;ll want to get acquainted with them. Experts from Yahoo, Braze, and SocketLabs weigh in on how best to navigate these requirements.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/navigating-new-gmail-and-yahoo-sender-requirements\">\n\t\t\t\t\t\tLearn the steps to take\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_ccd2d29406b69d19bce0b07d8297f3ba\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Phase out of third-party cookies<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Despite repeated delays, the much-anticipated phase out of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/this-is-not-a-drill-the-loss-of-third-party-cookies-is-bigger-than-gdpr-and-ccpa\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">third-party cookies<\/span><\/a><span style=\"font-weight: 400;\"> is finally commencing, according to Google at least. The tech giant unveiled its plans in late 2023 to test a novel feature named <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/chrome\/privacy-sandbox-tracking-protection\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Tracking Protection<\/span><\/a><span style=\"font-weight: 400;\">. This feature aims to curb cross-site tracking and officially rolled out on January 4, 2024.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The silver lining is that <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-for-first-party-data\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email is the perfect place for building first-party data<\/span><\/a><span style=\"font-weight: 400;\">! <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/four-types-of-data\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">First-party data<\/span><\/a><span style=\"font-weight: 400;\">, simply put, is data collected directly from your audience through your channels. But this definition doesn\u2019t capture <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> first-party data is so important for email marketers to build.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First-party data highlights the crucial role of consent, where customers inherently give you permission to learn more about them. As privacy regulations inevitably become stricter, the emphasis will be on having your own data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our advice? Shift your emphasis to a first-party data approach, if you aren\u2019t doing it already.<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_7244c6d399ab0172170a7fa1a2faa571\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/04\/LL_digital_icon.svg\" alt=\"\" width=\"195\" height=\"170\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>First-Party, Best Party: Saying Goodbye to Third-Party Data<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Learn how to pivot to a zero- and first-party data approach for your email program to fuel your email personalization strategies.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/first-party-best-party\">\n\t\t\t\t\t\tGoodbye, 3P cookies\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_7e242cd66300ffcf49e9d20cbd94d785\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Regulation of AI<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The surge in generative AI&#8217;s popularity has ushered in an era of excitement and groundbreaking innovation. However, this technological advancement has also brought to light significant <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">privacy concerns that remain unresolved<\/span><\/a><span style=\"font-weight: 400;\"> for the time being, as policy makers <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/time.com\/6848922\/ai-regulation\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">race to develop regulation<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers should anticipate the introduction of more stringent legislation aimed at regulating AI usage. <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.theguardian.com\/commentisfree\/2023\/dec\/13\/europe-regulating-ai-artificial-intelligence-threat\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Europe is at the forefront<\/span><\/a><span style=\"font-weight: 400;\"> of establishing AI regulations, setting a precedent for how democratic societies can guide AI development to benefit the public interest. Meanwhile, the United States is <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.brennancenter.org\/our-work\/research-reports\/artificial-intelligence-legislation-tracker\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">also progressing in formulating policies to govern AI<\/span><\/a><span style=\"font-weight: 400;\">, indicating a global shift towards more accountable and ethical AI practices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep your ear to the ground on <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-weekly\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the latest email marketing news<\/span><\/a><span style=\"font-weight: 400;\"> to be up to speed on how to act and when.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Evolving consumer privacy laws<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In the United States, state-level legislation has traditionally governed the confidentiality of different data types or certain industry sectors, such as medical records, social security numbers, and student information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The number of consumer privacy bills that were either considered or introduced in 2023 show the growing importance, with <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.ncsl.org\/technology-and-communication\/2023-consumer-data-privacy-legislation\"><span style=\"font-weight: 400;\">roughly 350 in 2023<\/span><\/a><span style=\"font-weight: 400;\">. Before 2023, five states had already implemented comprehensive consumer privacy laws. In 2023, this number grew as eight additional states enacted similar laws, all inspired by the European Union&#8217;s <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/5-things-you-must-know-about-email-consent-under-gdpr\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GDPR<\/span><\/a><span style=\"font-weight: 400;\">. This underscores the growing emphasis on the importance of consumer privacy.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Start Privacy-Proofing Your Company\u2019s Email Program Today<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By proactively safeguarding your program&#8217;s privacy, you&#8217;re laying a solid foundation for its future success. Want to get up to speed Regardless of your experience level in email marketing\u2014from novice to expert\u2014prioritizing privacy is essential. Get informed in just four lessons with Foundations of Email Privacy, designed to streamline your understanding and keep you informed.<\/span><\/p>\n<div class=\"cta\">\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/foundations-of-privacy.html\" target=\"_blank\" rel=\"noopener noreferrer\">Start today<\/a><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">Disclaimer: This guide provides a high-level overview about CAN-SPAM, CASL, GDPR, and CCPA, but is not intended, and should not be taken as legal advice. Please contact your attorney for advice on email marketing regulations or any specific legal problems.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Originally published on August 23, 2022 by Kimberly Huang. Updated on March 8, 2024.<\/span><\/i><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Get informed and build a solid foundation on data privacy in email marketing\u2014complete with tips, guidance, and resources.<\/p>\n","protected":false},"author":25,"featured_media":90516,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[1170,535,10291,10292],"blog_category":[10297],"class_list":["post-51850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-data","tag-privacy","tag-subscriber-consent","tag-subscriber-data","blog_category-data-privacy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Foundations of Data Privacy in Email Marketing - Litmus<\/title>\n<meta name=\"description\" content=\"Get informed and build a solid foundation on data privacy in email marketing\u2014complete with tips, guidance, and resources.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/foundations-of-data-privacy-in-email-marketing\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Foundations of Data Privacy in Email Marketing\" \/>\n<meta property=\"og:description\" content=\"Get informed and build a solid foundation on data privacy in email marketing\u2014complete with tips, guidance, and resources.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/foundations-of-data-privacy-in-email-marketing\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-08T23:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-08T23:19:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/01\/Foundations-of-Privacy-24.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Foundations of Data Privacy in Email Marketing - 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