Salesforce + Marketing — Winning Customer Trust with Email and Data Privacy

$4 Billion worth of Dutch flowers

New World, New Trends for Digital Marketing

  • More Digital, Less Physical or In-Person Interaction
  • 100% Trust-based relationships
  • Clear and Transparent Marketing Policies
  • Permission(Consent) based Marketing with granular Permissions
  • Frictionless Communication Preference Management

Great…What does that mean for my Marketing?

A. Is your email template building trust with your subscribers?

  1. Privacy Statement link embedded in every email so that our subscribers can easily check it out before unsubscribing.
  2. Communication Preference link that gives your subscribers the ability to manage their granular consents, set their opt-ins and opt-outs, etc. This is not an “Unsubscribe” link. More on this part 2.
  3. Unsubscribe aka the good old “Hit the Road Jack” default link that some tools won’t let you remove. If you can change it to #2 above, please do so.

B. Is your Privacy Statement as usable as the rest of your website?

  • Easy to understand — Do you have a privacy statement that is simple to read and understand? The simplest and most human thing a brand can do that resonates with its customers is to be transparent. If you need to, hire a copywriter that can work with your legal. Here is BBC’s human-readable privacy promise that we all can aspire to.
  • Multi-lingual + Multi-regional — Do you have a well-crafted policy that is available in various regional languages? As we all flock to digital, outlining Privacy statements in common multi-lingual (and often multi-regional) is a must for your global customer.

C. Is it easy for customers to exercise ‘Data Privacy Rights’?

  • Right to be forgotten (Data Erasure/Data Deletion)
  • Right to Data Portability
  • Right of Rectification

Great! How do I do it?

Saurabh Gupta Ask me about GDPR/CCPA Compliance on Salesforce, Pardot, Marketing Cloud, etc.

Published by Saurabh Gupta

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Cloud Compliance

Cloud Compliance

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Salesforce ISV, creator of 'Cloud Compliance - GDPR Data Management' AppExchange package to remove personal data and de-identify records without deleting them.