Foundations of Data Privacy in Email Marketing

Email marketers are responsible for protecting their subscribers’ data. In a world where privacy is ever-evolving, it’s important to be on top of privacy matters—and that means having a strong understanding of the privacy basics.

In three lessons, we cover data privacy in email marketing as it stands today, plus tips on how to privacy-proof your email program. Whether you’re new to email marketing or need a refresher—we made it easy for you to get informed and prepare for the future.

Here’s a brief overview of each lesson:

• Lesson 1: Laws That Affect Email Marketing
• Lesson 2: Data Collection and Management
• Lesson 3: Privacy-Proofing

Lesson 1: Laws That Affect Email Marketing

There are anti-spam and data privacy laws all email marketers should know and understand. These include:

• Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM)
• Canada’s Anti-Spam Legislation (CASL)
• General Data Protection Regulation (GDPR) 
• California Consumer Privacy Act (CCPA) 

You learn about each of these laws and regulations—and how to ensure your email program’s compliant with each.

Lesson 2: Data Collection and Management

How do you effectively manage your subscriber data? You’ll learn how to collect, store, and more—including:

• Forms of consent
• Collecting email permission
• Opting out
• Storing and deleting subscriber data

We share our tips, dos and don’ts, and more—complete with an inside look at how Litmus’ preference center works.

Lesson 3: Privacy-Proofing

Privacy-proofing means setting up your email program for long-term success, with privacy top of mind. In this lesson, we cover privacy as it stands today, and how to prepare for an ever-changing landscape. You’ll learn:

• State of data privacy
• How to privacy-proof your email program

We also explore the evolution of privacy, what distinct pressures are causing the landscape to shift, plus challenges ahead for the future of privacy (like the upcoming loss of third-party cookies).

Now’s the time to get informed

Ready to dive in? Whether you’re new to email marketing or a seasoned pro, you have to be on top of privacy matters. We’re aiming to make it easier for you to get informed with this guide.

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.