Data Security

Eye on Privacy: Would Paying for E-mail Decrease Spam?
May 1, 2006

We’re all pretty used to paying for postage, whether sending a postcard to an old friend or getting the new catalog out to our best customers. In the e-mail channel, though, things have been a bit different. E-mail is a zero-postage zone—for both a quick note to a colleague or an e-mail offer to your entire housefile. That is, until now. In January, AOL announced it was phasing out its reputation-based “enhanced” whitelist and moving toward using third-party certification provided by Goodmail, which would cost e-mail marketers a “fraction of a cent” for every e-mail sent to AOL subscribers. This announcement generated immediate controversy as

Privacy Mistakes to Avoid
October 1, 2004

From customer databases to e-mail, privacy rules keep changing. Direct marketers must stay on guard every step of the way. emember the good old days when privacy in marketing meant taking consumers off mailing lists? What a quaint memory from the not-so-distant past! Over the last decade, managing the privacy issue has become excruciatingly complex. Hundreds of discrete subject areas have commanded the attention of data managers and made advising on privacy both a lucrative career—and a major career hazard. Every day, the Direct Marketing Association’s (DMA) Department of Ethics and Consumer Affairs receives calls from marketers worried they are going to make

Editor’s Notes: The Doctors Are In
September 1, 2004

I had the privilege of attending the Fourth Annual Privacy Forum this past July, held by Donnelley Marketing and infoUSA in glorious Aspen, Colo. It doesn’t get much better than a meeting of the brightest direct marketing minds surrounded by incredible mountain vistas. The majority of attendees spent most of Friday day and Saturday morning inside at sessions, which speaks volumes about the caliber of ideas shared at this event. This gathering of industry leaders included the “marketing doctors”: Martha Rogers, Ph.D., of Rogers & Peppers Group; Paul Wang, Ph.D., of Northwestern University; and Tom Peters, Ph.D., coauthor of “In Search of Excellence.”

Spam in B-to-B
July 1, 2004

As the lines between business and consumer transactions continue to blur, B-to-B marketers need to start thinking about spam legislation. Going forward, "there will be little differentiation between how we market to consumers and businesses, here and abroad, and between channels," says Matt Leonard, customer information and EDGE policy and privacy, IBM. Leonard spells out how he sees the B-to-B e-mail and online marketing environment changing, and offers some practices companies should engage in now. When thinking about your customers, says Leonard, remember that: They may be more technically savvy than you. There will be hell to pay for boilerplate trickery on the

Eye on Privacy: All About Breaches
July 1, 2004

No company wants to experience a privacy breach. But no security plan is foolproof, and a breach is most likely to happen in a manner you hardly expected. As such, it’s best to have a plan of action. Breaches can occur in numerous ways, says Oliver Ireland, a partner at Morrison & Foerster, which specializes in financial services. Types include Web site hacks, lost or misplaced computers, physical penetration or burglary, employee misconduct, and negligent failure to secure or destroy information. Once a break in privacy occurs, assess its severity. “In the financial world, I think about two kinds of breaches,” says Ireland. “One is the

Eye on Privacy: Scrutinize Your Privacy Process
May 1, 2004

If you haven’t had time to keep up with the ever-changing privacy landscape (or have had your head buried in the sand waiting for the privacy issue to go away), now is a good time to assess how your company says it protects privacy—and how it actually does. With new legislation in recent years changing the way companies must do business, the money it’ll cost to double-check your privacy practices could be dwarfed by what you might pay in fines. Perhaps the best way to assess your risk is to conduct an audit of your privacy practices. According to Brian Tretick, a principal at

Solve the Privacy Puzzle
February 1, 2004

Make sure your privacy policy is more than just words. Although respect for the privacy of customer information has always been a pillar of good business, few businesses felt the need to develop formal policies until they entered the world of e-commerce and Web sites. Nowadays it’s rare to visit a corporate Web site that doesn’t have a “Privacy” link to a statement describing the company’s privacy practices. Your company’s privacy statements must be based on policies to which you are committed. This implies a considerable amount of corporate decision-making, which in turn implies a corporate strategy with respect to privacy. Such a strategy

The Promise of Permission
February 1, 2004

The balance of power has shifted: Consumers have put a premium on their time. Inundated with countless marketing messages competing for their attention, the American public has expressed its displeasure through its demand for Do-Not-Call and Can Spam legislation. Moving forward, successful marketers will be those who embrace the principles of permission-based marketing and begin to court consumers’ favor by building relationships. Break Through the Clutter “The days when all can graze cattle on the village green are gone,” says Don Peppers, founder of the Peppers & Rogers Group and co-author, with Martha Rogers, Ph.D., of a series of international best sellers on relationship

Privacy Crisis
April 1, 1999

Go back in time to 1994. Privacy was the hot-button topic in the consumer press. From cover stories in Business Week to reports on the nightly news, the media was stirring the pot about Big Brother—particularly with regard to direct marketers’ use of list and database information. We all took a deep breath and waited for the other shoe to drop, and ... nothing happened. The press moved on, the public (mostly) simmered down, and the issue was put on the back burner. Recently, however, two events converged to bring the privacy issue to a boil again: the explosive growth of