What is considered personal information?

As we delve into the digital age, the use of personal data has drawn concern, questioning the thin line between intrusive marketing and respecting privacy. This is why understanding the concept of personal information, especially within the context of email marketing, is of paramount importance.

This guide discusses what constitutes personal information, its role in successful email marketing, and why privacy laws are paying increased attention to this area. We’ll also be providing some practical tips for email marketing providers on how to protect their subscribers’ data and build trust.

What is personal information?

Personal information, often referred to as Personally Identifiable Information (PII), refers to any data that can be used to identify a specific individual. This can range from obvious data such as name and address, to more nuanced information like behavioural data. In email marketing, personal information could be an email address, demographic information, or even data about a subscriber’s behaviour or preferences.

Different types of personal information in email marketing

Within email marketing, there are several categories of personal information, including:

• Contact information: This includes email addresses and phone numbers that allow you to communicate directly with the subscriber.

• Demographic information: These are details such as age, gender, and location, which can be used to segment your audience and tailor your messaging.

• Behaviour and engagement information: This data, such as open rates, click-through rates, and purchase history, helps you understand how your subscribers interact with your emails.

• Subscriber preferences: Information like interests and subscription settings can provide insights into what your subscribers want from your emails.

Collecting and using personal information in email marketing

Collecting and using personal information in email marketing should be approached carefully due to important email marketing regulations and ethical considerations. Here’s a brief overview:

Collecting personal information

Collection of personal data in email marketing usually begins with asking people to subscribe to an email list, often by offering something of value in return. This could include newsletters, discounts, or exclusive content. The information you might collect can range from simply an email address to more detailed information like name, location, interests, and preferences.

Explicit Consent: It’s critical to gain explicit consent from the users before collecting their personal information. It’s important that subscribers explicitly opt-in to receive emails, and that they can easily opt-out at any time.

Transparency: Be clear about what information you’re collecting and why. Provide an easily accessible and understandable privacy policy that outlines how you plan to use this data.

Using personal information

Personal information can be used to create more targeted and relevant email marketing campaigns. This could include personalised email greetings, recommendations based on user behaviour or interests, or geographically relevant content.

Personalisation: Personalisation can make customers feel valued and understood, which can increase engagement and conversion rates. However, it’s important not to cross the line into being intrusive or overly familiar.

Segmentation: You can use collected information to segment your email list, ensuring the right messages get to the right people at the right time.

Data security

Email marketing providers should follow best practices for collecting and storing personal information, such as secure storage and encryption. They should also adhere to the principles of data minimisation and purpose limitation, only collecting what is necessary, and using it for the intended purpose. In case of a data breach, having a plan to manage and respond to it swiftly is crucial.

Complying with laws and regulations

Depending on your location and the location of your customers, various laws and regulations may apply to your email marketing practices. These could include the General Data Protection Regulation (GDPR) in the EU, the CAN-SPAM Act in the US, or the Canadian Anti-Spam Legislation (CASL) in Canada, among others.

GDPR: If you’re dealing with EU citizens, you must comply with GDPR. This means, among other things, that you need explicit consent to collect and use personal data, and users have the right to access their data and ask for it to be corrected or deleted.

CAN-SPAM: If you’re dealing with US customers, the CAN-SPAM Act requires that your emails are not misleading, that you include a physical postal address, and that users have a way to opt out of future emails.

CASL: If you’re dealing with Canadian customers, the Canadian Anti-Spam Legislation (CASL) requires express or implied consent for sending commercial electronic messages.

Understanding and following these principles can help ensure your email marketing practices are legal, ethical, and effective.

The role of personal information in successful email marketing

Personal information can play a crucial role in personalising email campaigns and increasing engagement. However, it’s essential to balance this with respecting privacy and avoiding over-personalisation that may feel intrusive. Respecting subscriber privacy can help build trust, which is key to a successful and compliant email marketing campaign.

Frequently asked questions