Apple’s Privacy Features: What Marketing Cloud Account Engagement Customers Can Expect

Apple Mail Privacy Protection (MPP)

Marketing Cloud Account Engagement (Pardot) prioritizes privacy and ethics, providing you with the marketing tools you need to stay compliant and transparent. Unlike other marketing automation software, we do not build individual profiles across unrelated internet properties and avoid intrusive tracking practices like browser fingerprinting. Additionally, Marketing Cloud offers resources like a consent framework to help you communicate with your audience in a privacy-respectful manner.

Marketing Cloud Account Engagement Apple Privacy Protection

Apple is also making efforts to improve email privacy, with the introduction of Mail Privacy Protection (MPP) launched last year. This new technology will impact how email marketing works, as tracking pixels used to determine email opens will no longer be effective.

The Marketing Cloud Account Engagement product and engineering teams are closely monitoring the development of MPP and its potential impact on our customers. Here are some ways to prepare for the changes:

  1. Stay informed about MPP updates by following the latest news.
  2. Review Marketing Cloud Account Engagement automations and scoring to see where you use email opens to inform campaign decisions. Consider using alternative engagement signals, such as link clicks and webinar registrations, instead.
  3. Look for ways to directly gauge the sentiment of an email, such as including a “thumbs up” or “thumbs down” option within the email.
  4. Keep an eye on engagement metrics once the new Apple features launch, and monitor the difference between your current and future data to understand the impact on your audience.
  5. Stay up-to-date with Marketing Cloud Account Engagement roadmap for privacy-friendly features and functionality, including new releases.

As privacy regulations continue to evolve, marketing will need to adapt. Account Engagement is ready to lead the way in engaging audiences in a privacy-conscious manner, using aggregate data, external activity, and direct consumer interactions to personalize marketing.

Learn more about the Salesforce Marketing Cloud release and how Account Engagement enhancements can help you get more from your data.

April 8, 2022 Email Marketing, Future, Marketing Automation Comments Off on Apple’s Privacy Features: What Marketing Cloud Account Engagement Customers Can Expect

Marketing Cloud helps Marketers Comply with Privacy Regulations

The integration of technology into our daily lives has taken center stage in modern society. From our wrist-worn fitness trackers to the massive data centers powering the internet, computers of all shapes and sizes are now a ubiquitous presence. However, this interconnected world also poses challenges, particularly in regards to privacy and security.

As a response to these challenges, worldwide legislative bodies have enacted regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) to give consumers more control over their data and penalize misuse.

To stay ahead of the competition and maintain consumer trust, companies must prioritize data privacy and security. Marketing Cloud Account Engagement (Pardot) is dedicated to helping our customers comply with existing and evolving privacy regulations while providing tailored solutions to fit their specific needs.

OBTAINING CONSENT

Consent is at the core of our approach to marketing automation. Marketing Cloud Account Engagement (Pardot) follows a strict permission-based email marketing policy, and offer our customers flexible configuration options for email consent collection and management. Additionally, we offer options for governing communication suppression, ensuring that data privacy remains a top priority.

EMPOWERING CUSTOMERS TO MANAGE THEIR DATA

Customers should have the power to manage their own data. That’s why we support the right to know, the right to be forgotten, and the right to rectification, allowing customers to search, correct, and permanently delete their personal data records. This support extends to restrictions on processing and restrictions on sale of information, and enables compliance with data portability requirements.

INCORPORATING PRIVACY-BY-DESIGN

We prioritize privacy in the design of our software interfaces and encrypt all data at rest by default. The Data Processing Addendum to the Master Subscription Agreement defines our compliance with GDPR and CCPA through Binding Corporate Rules, offering our customers the necessary certifications and security controls to comply transitively.

THE FUTURE OF PRIVACY

The future of privacy is one that is constantly evolving. From a legal and social perspective, the importance of privacy is receiving widespread recognition and support. Marketing Cloud Account Engagement (Pardot) keeps a close eye on these trends and will continue to support our customers in navigating a changing legal, technical, and social landscape.

We firmly believe that Pardot protecting privacy is a fundamental right, now and always.

December 14, 2020 Future, Marketing Automation, Pardot, Uncategorized Comments Off on Marketing Cloud helps Marketers Comply with Privacy Regulations