More and more consumers are aware of what is at stake for their individual freedom when it comes to questions of privacy in our world digital. And even if the legislation doesn't require you to do certain things yet, it's better to anticipate as much as possible so that your customers feel in confidence with your practices.
Traceability
From a legal point of view, upon request of one of your subscribers, it is already mandatory to provide information about the data that has been collected and, if necessary, to delete or modify it. It can also be very interesting (for you as well as for your subscribers) to keep a trace the source of the data collected (or better yet, the date and source of each change).
There is one important concept you need to keep in mind, sometimes your subscribers have forgotten you ! And it's much more common than you might think (especially if you use low quality recruitment methods ... but I'm sure that's not your case).
For this reason, the traceability must become something totally transparent in all stages of your CRM program (emailing, paper mailing, preference management center, unsubscribe form, welcome program, ...)! At every moment, your subscriber must remember that he has consciously gave his opt-in.
Need help?
Reading content isn't everything. The best way is to talk to us.
A simple sentence like, " You are receiving this newsletter following your registration on September 19, 2012 at the E-commerce Paris trade show", you may be able to save a subscriber or at least not to be classified as a spammer by the Internet user (which is, let's remember, the worst thing about email marketing).
It is not the Holy Grail either
If traceability is important, it is obviously not not enough so that your communication is perceived positively. There are still many elements to take into account (identification, frequency, quality of messages, ...) but that will be for another time.
