Emails & Forms

I’ve had an opportunity to speak at several user groups and regional community events about GDPR, and the one question that always comes up is:

“When is this coming to the dear old US of A?”

Honestly, the U.S. has been pretty lax compared to the rest of the world when it comes to online privacy regulations.

Heck, CAN-SPAM doesn’t even require opt-in consent (although most ESPs require it of their customers.)  My response to the above question has usually been something to the tune of:

“Yeah someday… but don’t hold your breath.”

Color me surprised, though.  Last week, a bill quickly made it through the California state legislature that suggests this tide might be changing. (Quickly meaning in less than a week — this thing was fast tracked, big time.)

Why California adopted a “mini GDPR” & what Pardot admins should do next

The California Consumer Privacy Act of 2018 (CCPA) has been touted as a “mini GDPR.” It doesn’t go into effect until 2020, and you can count on all kinds of stakeholders in the business community to push back… so it may evolve in the process of being implemented.

At a high level, the law states that consumers have rights to know and control how their personal data is used. Specifically, it lays out rights of individual consumers to:

• know whether their personal information is sold or disclosed
• require companies not to sell their personal data
• request that a business delete their personal information (with some exceptions)
• be treated equally and without discrimination if they choose to exercise their CCPA-protected rights (i.e. they can’t charge you more or deny service if you assert your right to privacy)

What info is covered under CCPA

GDPR’s definition of “personal data” is sweepingly broad.  The fact that my favorite color is green is protected under that legislation.

California’s definition of personal data is also pretty darn broad.  Of course, the basics like name, email, SSN, address, etc. are covered.  Additionally, things like:

• Browsing history
• Sales data
• Property ownership
• Buying preferences
• Advertising engagement metrics
• …and a lot more is covered.

Any information that is de-identified or publicly accessible is NOT covered under CCPA.  The definition of info falling in this category is that which is:

“Lawfully made available from federal, state or local government records or that is available to the general public.”

An interesting twist is that the Act explicitly allows companies to:

“offer financial incentives, including payments to consumers as compensation”

…in exchange for the ability to sell their information.  Curious to see how that one plays out.

Who needs to comply with the CCPA

The CCPA covers a much smaller subset of businesses than GDPR.  First, it only applies to companies who do business in California.  Additionally, business must meet ONE of these three criteria:

• Grosses $25M in annual revenue
• Holds the data of 50K or more people/households/devices
• Makes at least half of its revenue by selling personal data

There are a series of exemptions to this as well:

• Healthcare data governed by HIPAA
• Consumer data covered by the Fair Credit Reporting Act
• Info collected under the Gramm-Leach-Bliley Act (yeah, I had to Google that one. It’s a federal regulation that applies to banks and insurance companies.)
• Anything needed to complete transactions, detect security incidents, comply with state and federal laws, conduct research, etc.

There are also exceptions for “internal” uses of data that are:

“Reasonably aligned with the expectations of the consumer based on the consumer’s relationship with the business.”

Wait, why do I care about California?

California tends to lead the nation in consumer protection.  The fact that they’re taking this kind of action means other states are likely to follow suit at some point.

And for course, practically speaking, 36 million people (12% of the US population) reside in California, so many businesses nationwide will be impacted.

What happens if I just ignore CCPA?

Well… it’s up to the California AG to enforce the law for the most part, but there’s a private right of action clause for certain types of breaches.  This is reminiscent of the piece of CASL that was suspended last year that allowed individual citizens to press charges against companies violating the law.

For privacy breaches, only the AG can initiate enforcement, and fines are up to $7,500 per violation.  The business has 30 days as a “right to cure” to address the issue before fines set in.

For security breaches, the AG or private citizens can press charges, and the fines stipulated are:

“In an amount not less than one hundred dollars ($100) and not greater than seven hundred and fifty ($750) per consumer per incident or actual damages, whichever is greater.”

Okay, what do I have to do next?

There are 18 months before this goes into effect.  So no need to make any rash, sudden movements.  But if you’ve been on the fence about actually complying with GDPR… well, there are 36 million more people on U.S. soil that will soon be asserting similar rights.

My near-term recommendations would be to:

• Document your practices for capturing subscribers and managing lists
• Set up an email preference center to ensure you’re sending people things they want
• Evaluate a double opt-in process to ensure your subscriber list is truly engaged and interested in heaving from you
• Implement an archiving strategy to “sunset” people that aren’t engaging with you
• Clearly communicate privacy policies (in actual English, not legalese)
• Consider getting an attorney involved to help you understand your risk/exposure in the geographic areas where you’re doing business

A lot of the CCPA is open to interpretation and will certainly be challenged in court.  But the trend here is clear — people want to have a better understanding of how their data is used and why, and have the ability to reclaim control of how it is used.

It’s an interesting time to be in the wonderful world of marketing automation, that’s for sure.

What’s your stance on these new and somewhat vaguely defined compliance requirements?  Any reactions or opinions on the new legislation in California?

Let me and your fellow readers know in the comments!

It was the best of email marketing, it was the worst of email marketing.

If your inbox is anything like mine, it’s been absolutely crushed by all this GDPR hoopla.

It’s May 30^th.  The compliance deadline was the 25^th.  Will the opt in emails ever stop?  I’ve gotten at least 5 today.

I thought this was supposed to mean less spam, not more.

Anyway.

One can dream.

Nobody’s gone to jail yet, but still there have been some lessons learned.

The sheer volume of missives gracing my inbox has provided ample opportunity to reflect on what good and bad email marketing looks like.  A few key insights:

1. Fun wins, all day errday.

Does being jokey about GDPR make you a bad marketer?  I vote no.

The ones that were interesting are the ones that got read.  Like this gem:

My favorite part is of this entire email is:

“Okay so %%whoever you are%%,”

That’s one heck of a default value for no first name.

And then, the lists when you click through….

Bahaha.

Takeaway: Be different or be gone.

2. We don’t BCC people on emails.

Bless the hearts of the people at Ghostery who accidentally exposed their customers’ email addresses in the CC line of their email about how much they care about our privacy.

Seriously though, some underfunded marketer had the worst day ever, and my heart really does go out to them.

Get that guy or gal a Pardot license, dammit.

3. Yes means yes.

It’s really easy for people to say no to you.  There are a million other things competing for their time and attention.

So make it easy for them to say yes.

People have kind of mocked this example, but honestly, I think it’s brilliant.

People already have a way to say no – by doing nothing.  It’s quite accessible.  In fact, it’s built into everything – our subscribers and site visitors have that opportunity for inaction everyday.

So when possible, how might we guide them to take action and raise their hand to indicate interest?

4. List names matter if they’re exposed in an email preference center.

Ev-er-y-thing-client-fac-ing-needs-Q-A.

Or things like this happen, ya’ll:

Seriously, people forget that MailChimp list names are exposed to users.  At least in Pardot you can specifiy internal and external names.

Here’s a MUCH LESS funny example from the Oakland Police Department:

Yes, they have a list that includes “NO AF AM.”  I’ll let you draw your own conclusions on what those abbrevs mean.

Also “DEMS ONLY WOMEN ONLY”?

Mmmmmkay.

5. Print media matters.

I’m kind of digging print lately.  Mail is fun.  More blogs on that later.

In the meatime, shoutout to the analog marketers sending out notices like these:

I’m going to use “CUZ GDPR” as the excuse for why I can’t do things from now on.

Can’t do the dishes? GDPR.

Not making dinner? GDPR.

6. Privacy concerns aren’t limited to just one channel. 

Regardless of whether GDPR functions as intended (it won’t), it’s virtually impossible to make yourself a digital ghost.

So whenever, wherever you are, be sure to proclaim your consent or lack thereof…

7. Fines are the worst.

GDPR theoretically can fine companies up to 4% of their annual revenue for violating this legislation.

The optimist in me says:

“Yay privacy!”

The pessimist in me says that this is an impossible burden for small to mid-sized companies to comply with, and it unfairly hampers competiton.

It will be fascinating how this legislation fares in front of a judge and jury and how this evolves as cases are tried and as legal precent is established.

The Bottom Line

GDPR is going to usher in some important changes in the way we think about digital marketing, but there’s a lot that is still open to interpretation and that will continue to develop as people get dragged into a courtroom.

In all seriousness though… if you have a question or a “what if” scenario you need help with, let’s hear it in the comments!  What have you observed from companies scrambling to comply with the law? Examples to share?