Privacy - More or Less
As marketers, we should be gravely concerned about the questions of privacy and the ethics surrounding collection and use of what many email recipients consider private information. Please bear with me as I continue my commentary on the topics.
The line between business and marketing email is often blurred, and what affects one nearly always affects the other. Not surprisingly, privacy—and the lack thereof—is of heightened concern to businesses and individuals alike these days. With new and frequent discoveries concerning alleged abuse by both government and private agencies, this shows no signs of diminishing.
Google Is on the Hot Seat
It's easy to despise Google. The company is a ridiculously successful behemoth that collects an immeasurable amount of data they then choose to use, sell, share and—seemingly arbitrarily—withhold in their quest to profit from what many recipients of email believe to be private thoughts, browsing experiences, correspondences, search phrases and more.
In two separate cases, Google's collection and use of email data is being challenged.
In the first, a group of private email users have claimed Google illegally intercepted, read, and mined information from their private email correspondence in order to better understand the recipient's profile and deliver targeted advertisements. (Wait. That sounds a bit like what I do as a marketer ...)
In September, California Judge Judy Koh rejected Google's bid to dismiss the case based upon their argument Gmail users had agreed to allow interception by accepting the company's terms and privacy policies.
As the legal wrangling ensued, the lawsuit lost a bit of steam when the judge ruled these plaintiffs could not band together in a class-action suit because the proposed classes of people in the case aren't sufficiently cohesive. Her ruling may well impact a number of other email-privacy cases in which she will be asked to rule, including lawsuits against Yahoo and LinkedIn. (In other cases, Facebook and Hulu are defending their right to monetize their members' data.)
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.