Balancing Relevance vs. Privacy: The State of Data in Email Marketing in 2019

In the wake of privacy concerns in the EU and the US, suddenly marketers are faced with the question: What is our customer willing to trade in privacy for this extreme relevance in content, advertising, and product? This session will dive into the latest capabilities in data usage in email marketing – a one-to-one channel where we can use it the most in our content marketing. Plus, we’ll have an open a dialogue about how much data to collect in a world where relevance has become table stakes… but our consumers are crying for privacy.

After this session, you’ll be able to:

  • Understand how privacy laws impact email and marketing strategy, i.e. CAN-SPAM, CASL and GDPR
  • Use data to make your email marketing more relevant and useful… without being creepy
  • Determine optimizations for your marketing using data without abusing your knowledge/power