California's new privacy legislation, the California Consumer Privacy Act, becomes law on January 1, 2020. Make no mistake about it: We're on a cresting wave of privacy change that's about to break over the United States. Unlike the EU and Canada, the US still lacks modern privacy regulation at the federal level. CCPA is the first example of a U.S. state taking consumer privacy into their own hands.
GDPR, CASL & CCPA are designed to give control back to end users as to how their data can be used for commercial purposes. And to provide recourse to individuals and government agencies when companies abuse the responsibility to handle consumer data in an ethical way.
Each piece of legislation has its own nuances and I won't get into those here.
But at the core of all of them is to always act in your subscriber's best interest. Gain their consent before marketing to them, provide or delete their personal data when they request it, and don't sell their personal data without permission. Of course there is more to it than that, but if you're doing things that put subscriber's best interests first already; your email channel will be just fine.
We wrote a new post below that goes deeper on CCPA and what email marketers need to know.
CCPA becomes the law in California on January 1, 2020. Stay on top of this trend as more US states will undoubtedly start to adopt their own consumer privacy measures.
Here's what you need to know →
We did an 'Advanced Email Marketing' webinar with the folks over at Demand Curve last month. I spoke about best practices for maintaining a healthy list, some technical aspects of deliverability and shared a bunch of non-obvious conversion rate optimization strategies.
We just shipped a new integration with Google Ads that enables you to push subscriber data from Rejoiner into Customer Match audiences in your Google Ads account. For the near term, Google is being conservative as far as who can use Customer Match. See if you qualify here. If so, reply to this email and we'll set you up.
.png)