For information about best practices generally when using AI Email (AIE), refer to AIE Best Practices.
For general information about compliance and 6sense contact data, refer to Contacts and Compliance.
Data storage vs. email opt-in
Different uses of personal data may have different requirements. For example, some rules apply to marketing emails that don’t apply to other use cases, like storage of personal data. One reason is that there is often one law covering the use of personal data generally (such as the GDPR) and another law covering online marketing specifically (such as the ePrivacy Directive). Even in absence of a comprehensive privacy framework, there can still be requirements for marketing emails, such as adding an unsubscribe link under laws like CAN-SPAM.
This article provides an overview of some of the differences between storing a contact’s personal information and using that personal information in a marketing email. It also contains information about how to set up automated compliance flows to reduce manual effort.
Data storage
The privacy requirements related to storing a contact in a CRM or MAP instance vary based on whether there are privacy laws and regulations that apply to that activity, and the specific requirements of any applicable privacy laws and regulations.
Under the GDPR, a legal basis is required in connection with processing personal data. The appropriate legal basis is determined by factors such as the circumstances of collection, whether consent was obtained, and the purpose of processing. The most common legal bases used in connection with storing contacts in a CRM or MAP instance tend to be legitimate interest, consent, or performance of a contract.
Even if all privacy requirements are met for storing a contact in a CRM or MAP instance, there may be additional requirements that apply when deciding whether a contact can be added to an email marketing campaign.
6sense complies with the GDPR and CCPA in making Contacts available to its customers through 6sense Sales Intelligence and 6sense Orchestrations/Workflows.
Email campaigns and opt-out, opt-in, and double opt-in
Local requirements and limitations should be reviewed when determining whether a contact can be included in an email marketing campaign. Some countries do not have restrictions on email campaigns. Other countries allow contacts to be included in an email campaign if the contact has not opted out of being in that campaign or from marketing emails more generally. There are also countries that require that a contact give consent (or “opt-in”) to be included.
Sometimes whether an email is B2B or not determines whether an opt-in is required. The rules around email opt-in vary based on context and from country to country, but they can generally be thought of in three categories:
Opt-Out Countries: In opt-out countries, organizations can send marketing emails to individuals unless they explicitly indicate that they do not wish to receive such communications. This usually involves providing recipients with an option to unsubscribe or opt-out from future communications.
Opt-In Countries: In opt-in countries, organizations are required to obtain explicit consent from individuals before sending them marketing emails or other electronic communications. This means individuals must actively agree to receive such communications, typically by ticking a box or providing their email address on a sign-up form.
Double Opt-In Countries: In double opt-in countries, organizations obtain explicit consent from individuals before sending them marketing emails or other electronic communications (as with opt-in countries). However, organizations also must send a confirmation email to the subscriber after they have initially signed up, requiring them to click a link or take another action to confirm their subscription to ensure compliance.
Using acquired contacts in marketing emails
Working with your company’s compliance team, determine your policies and procedures for email marketing. For example, some organizations take a more conservative approach: They may require explicit opt-ins for all contacts, regardless of where they are located, and exclude contacts in double opt-in countries from email marketing campaigns. This approach has the benefit of simpler processes and procedures than determining email eligibility on a per-country basis.
However, other organizations are interested in maximizing the number of contacts available for an email marketing campaign while remaining compliant with applicable privacy law. They may decide to set up workflows with rules reflecting each country’s requirements. This tends to be more complex than having a uniform approach to determining email marketing eligibility. But the upside is that there is a larger potential email marketing campaign audience than if opt-in consent was required for all contacts.
For organizations interested in determining a contact’s eligibility for an email marketing campaign on a country-by-country basis, 6sense is providing information about one potential configuration for compliance processing in connection with email marketing. Please work with your compliance team to determine the approach that works best for your company.
Example screening flow for email marketing eligibility
Ensure you have a recorded legal basis for each of the contacts stored in your CRM and/or MAP
Recording the legal basis for each contact in your CRM and/or MAP can help your team determine how the contact may be used. We also recommend tracking the source of acquisition as well as a timestamp, so you can further validate the identified legal basis.
For more information about tracking contact data accessed or exported from 6sense, refer to Contacts and Compliance.
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Ensure you have “country” associated with all contact records in your database
Contacts will need to go through compliance processes before they can be targeted with email communications. As email opt-in/email opt-out/double opt-in regulations vary by country, the country helps ensure the right compliance screening is performed.
Default new records to “Do Not Email” in the CRM
Contacts will need to go through compliance processes before they can be targeted with email communications. This is often facilitated in your MAP. Defaulting new records to “do not email” in your CRM helps ensure no communication proceeds until compliance processes are complete.
Sync records and run compliance programs
Compliance programs are often facilitated in a MAP, so you will need to sync new records. Required compliance processes will depend on the country the contact is associated with.
Update applicable records
If a contact record meets the requirements, uncheck “Do Not Email” in the CRM. This can be facilitated automatically via your MAP. The record can now be added to electronic communications. Note: We recommend tracking opt-in timestamp/reasons for all records in your database (see below).
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