How important are email addresses?
Emails are gold in the marketing world. A person has shared personal data in exchange for information such as a newsletter, a discount, or specific information. It’s the first step in a relationship built on trust of how that email will be used. Nowadays, what started off as a simple exchange has evolved to more complex uses such as creating Custom Audiences in Facebook.
In my former corporate days, Custom Audiences in Facebook was a top discussion point. I understand the incredible value of matching an email to a Facebook profile and being able to deliver a tailored message to that person.
It does raise some privacy questions. In the new world of operating under GDPR, businesses need to take a few extra steps to continue using this tool.
First, at the outset, the privacy notice needs to be transparent, written in plain English and explain how personal data is used for marketing purposes on third party sites, and include a link to Facebook’s opt out of Custom Audiences. If you use a Facebook pixel, it also needs to explain cookies and data technologies and include a link to that opt-out.
What should they be a part of?
There is some debate on this next point. If an individual opts-out of email marketing or asks for their data to be deleted, then that user should not be a part of the Custom Audiences segment anymore. If a user chooses to opt-out of your email list or requests their information to be removed from your system, that individual likely does not want to receive your messages on Facebook. Or at a minimum, the individual does not want their own email to be used to target them any longer.
How you treat an individual’s privacy is a direct reflection of your company. This means that businesses need to create a process to maintain their email lists and vendors when used across multiple platforms.
How does your business do this today? You should have a checklist of all the sources of emails being uploaded to Custom Audiences and regular cadence to match them against your active email list file. If there are files shared with third parties, such as marketing agencies, this process also needs to be reviewed and updated.
Guest Blog By Jodi Hoffman Daniels.