White Paper: Data Security

Executive Summary

Data is fast becoming a company’s most valuable asset, but with that value, comes added pressure to keep it safe. We all know that it is an essential part of the modern marketer’s toolkit but it can be challenging to manage and protect. The security and privacy of customer data should be a top priority for every single company that is active online and storing business data. This applies to all forms of marketing, but email can be especially vulnerable as many businesses will be using sophisticated segmentation and targeting campaigns that involve keeping a lot of data on file. Additionally, with many people now performing email marketing (and online marketing in general) through cloud-based software systems it’s even more important to be on top of protecting your data.

Long gone are the days where, if a bank was robbed, we took pity on the banks. Now, if our data is compromised, our first instinct isn’t to blame the culprit, but to point the finger at the company for failing to protect us and provide adequate security. Securing sensitive data is a complex process which is continuously evolving, and underestimating the importance of data security could put your business at risk. With high-profile data breaches hitting the headlines, there is growing customer distrust in the way organisations handle data. It is critical, therefore that businesses take the necessary steps to protect their data, or face the very real – and potentially extremely damaging – risks. Suppliers, agencies and brands must advocate best practice with a clear data policy and have a well communicated data strategy in place. And legally, although there is an ever-evolving complex web of requirements, fundamentally you have a duty to take appropriate measures to protect data, as well as be open and honest to all concerned if any data is compromised.

Email remains the preferred communication channel for most consumers. Brands also understand that trust is at the heart of any email programme. A recent study commissioned by the Direct Marketing Association revealed that 54% of those surveyed said that trusting the company would be the primary factor in prompting them to provide personal details, and consumers are seven times more likely to provide personal information to a company with which they have an existing relationship1, but underpinning all of this is the importance of data security. 

Download Full Whitepaper: White Paper: Data Security