U.S.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Marketers consistently rank email as the “single-most-effective tactic” for raising brand awareness, lead acquisition, conversion, and retention. According to an Adobe study from 2018, “60% of customers … prefer to be contacted by brands via email.”

Consumers entrust organizations with their PII under the assumption it will be respected and protected. However, the protection of consumer PII goes far beyond privacy compliance to trust. Any organization that does not ask how it can continually earn the trust of its consumers is tempting fate.

But what if “they” — starting with policymakers in this country — took the extreme step of mimicking Europe, eschewing third-party data collection and use, destroying all of the free content such data transfers pay for, and effectively put today’s open Web behind pay walls and data walls?

The higher on the corporate totem pole the executive who leaped to a premature conclusion of email’s demise, the less likely he or she is to have the time and patience to carefully drill down into the data.

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