How is privacy regulation affecting Email Marketing?
Privacy regulations like the GDPR in Europe and the CCPA in California have had a profound impact on email marketing strategies. Marketers must ensure that they are compliant with these regulations to avoid hefty fines. This means being transparent about data collection, obtaining explicit consent from subscribers, and providing options for them to opt-out easily. Moreover, the introduction of Appleâs Mail Privacy Protection feature is another game-changer. It prevents senders from knowing when an email has been opened and masks the recipient's IP address. This has made traditional metrics like open rates less reliable, pushing marketers to focus on other engagement metrics like click-through rates and conversions.