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EzinePrivacy.org |
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Core Principles of Ezine PrivacyA Minimum StandardThe Core Principles of Ezine Privacy form a "minimum" standard of ezine privacy. The Core Principles ensure that ezines will not use technology to track when you open your emails. And they will not use technology to track when you click on email links. Websites displaying the Ezine Privacy Button have agreed to support the Core Principles. Best Practices of Ezine ManagementRelated to the Core Principles, are the Best Practices of Ezine Management. These Best Practices form the ideal for which to strive. Core Principles of Ezine PrivacyThe Core Principles of Ezine Privacy are:
1. Develop, display and reference a Privacy Policy identifying all Personal Identifying Information (PII) collected by and for the ezine and guaranteeing privacy, confidentiality and limited use of all such information.Maintain a detailed Privacy Policy. Keep it in an easily found place on the website and reference it in all emails. Identify all Personal Identifying Information (PII) collected by and for the ezine, either as part of the subscription process or as part of the publishing process. Guarantee that the email addresses and other Personal Identifying Information (PII) of subscribers will never be used for any other purpose than the one for which the subscriber knowingly and willingly subscribed. Guarantee that the information will never be sold, given, rented or in any way exchanged or traded with any other party. (The possible exception would be where the information is sold as an integral component of the ezine business as a going concern). 2. Ensure "open rate" and "click-through" tracking is not associated with Personal Identifying Information (PII).General quantitative measurement of "open rates" and "click-through" is permissible.1 But do not implement "web-bugs" (or any other form of tracking device) which permit association of Personal Identifying Information (PII) with the data. The system employed may not identify which specific subscribers have opened the mail nor which specific subscribers have "clicked-through". 3. Ensure that subscriptions are "opt-in only", delivering ezines only to those who request them.A significant part of the Best Practices of Ezine Management is devoted to the promotion of opt-in only policies. While this Core Principle does not require the use of any particular technique, it does require that the ezine operator actively works to ensure that only those subscribers who have truly requested the ezine actually receive it. 1. "Open rates" measure the how many of your emails are actually opened and read, as opposed to being deleted. "Click-through" measurement, measures which links generate clicks. Both of these metrics can be misused by not only tracking aggregate information but by linking the information to Personal Identifying Information (PII) so to identify which subscribers have opened the email and which subscribers have clicked. This linkage to individual subscribers is inappropriate and a violation of subscriber privacy. |
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