California Consumer Privacy Act of 2018

California Consumer Privacy Act of 2018

a Trendline Point of View: California Consumer Privacy Act of 2018 Disclaimer: Trendline Interactive cannot provide any legal advice, nor should anything within this Point of View be construed as such. Customers should consult their legal teams and resources to ensure they are aware of their obligations under applicable regulations. Background - Privacy in the US: In the US, there is no single, comprehensive federal (national) law regulating the collection and use of personal data. Instead, the US has a patchwork system of federal and state laws that sometimes overlap or contradict one another. There are laws such as HIPPA, COPPA, CAN-SPAM and Gramm-Leach-Bliley, all which prohibit unfair and deceptive practices involving the disclosure of and security procedures for protecting personal information yet these apply to particular categories of information. In recent years, the surge of companies who are collecting, storing, and using personal information for better “customer experiences” and “valuation” is astronomical. A study conducted by Pew Research Center in 2016 revealed that roughly 50%...
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Continue to Embrace the Unsubscribe

Continue to Embrace the Unsubscribe

Fear & Placement Go Hand In Hand One of the greatest fears for organizations that have a substantial email program is that of list attrition and stagnated growth in the subscriber base.  List attrition happens when subscribers issue a spam complaint, their addresses bounce, or they “naturally” unsubscribe. A “natural” unsubscribe occurs when the subscriber takes the time to find the link, clicks on it, and proceeds with whatever unsubscribe process the company has put into place. Companies view the unsubscribe as a threat and a failure to the long-term viability of the program. Truth be told, some companies are just plain scared of subscribers leaving their list, because someone in the organization believes that bigger lists are better. Over the years, the common practice by organizations is to place the unsubscribe link at or towards the bottom of the email. Some make it clearly visible while others find ways to hide it, either in the legalese, via a smaller font, or,...
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Back to the Basics: Email Metrics

Back to the Basics: Email Metrics

Back to the Basics: Email Metrics Email marketing may seem daunting for the uninitiated, but if one takes the time to master the basics, it does not have to be difficult. This article will focus on the cornerstone of every successful email marketing plan: metrics. Which email metrics should be tracked? Why? These are the five email metrics every marketer worth their salt tracks during each marketing campaign. Open Rate Analyzing email open rates is essential for effectively optimizing email marketing campaigns. The first step of any successful email marketing campaign is getting people to actually open the email. Total Opens: the number of times an email is opened. Total Open Rate: the percentage of people who received your email, then opened it. Unique Opens: focuses on the unique individuals who viewed the campaign. Counts an individual opener only once regardless of the number of times they opened the email in total. Unique Open Rate: the unique email opens divided by the total number of...
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A Simple And Clean Approach To Opt Down

A Simple And Clean Approach To Opt Down

Its been said that a good defensive strategy wins the big games and I could not agree more.  While some companies are spending a ton of money building out preference centers and the backend systems required to support them, a little known secret in the email marketing world is that by simply adding an opt-down page, you can save or at least divert subscribers from totally exiting your email program.  Much has been written in the past about an opt-down page, so I won't go into the pro's and cons of putting one up, other than to say that if you have no one unsubscribing from your program or if you send only 1 email a year, then this opt-down thing is not for you. Truth be told, I believe that just about everyone should have an effective and intuitive opt-down center, especially those that are frequent senders.  Its adds to a positive brand experience and affords your subscribers a level...
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Why the unsubscribe experience does not have to suck.

Why the unsubscribe experience does not have to suck.

I have a theory that I would like to share.  I have no data or studies to support my theory, but what I do have is evidence in the experiences that I have gone through while trying to unsubscribe from many brands over the years.  My assumption is that those of you reading this post have gone through your fair share of unsubscribe process' and in fact may have even created or revised a few in your days as a digital marketer. My theory is that a large portion of organizations fear the unsubscribe. They fear the number, the process and the permanent nature of the act.  With this mind, my theory is that most unsubscribe experiences suck, but I honestly believe that they don't have too.  In fact, I am willing to say that the unsubscribe experience at all brands should be a great one.  I say this because in some cases, it might be the last experience that people...
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