In a tight economy and competitive marketplace, with consumers holding their pocketbooks closer and rethinking their spending habits, the last thing a brand wants to do is lose their trust due to a data privacy concern that slipped through the cracks.
Complying with the state regarding privacy regulations and keeping clients informed about any changes or sudden breaches that may impact the information gathered is essential to earn their continued trust. To help marketing teams stay on the right course, 11 Fast Company Executive Board members each share one important factor every leader should know about customer data privacy for marketing outreach.
1. EARN YOUR CUSTOMERS’ CONFIDENCE THROUGH ACCOUNTABILITY.
Always get clear consent and never breach that trust. Use data ethically to personalize, not to pester. Once you lose a customer’s confidence, it’s game over. – Francis Hellyer, tickadoo
2. GET CERTIFIED ON THE LATEST CYBER SAFETY MEASURES.
Trust is the foundation of company-customer relationships. Companies must prioritize top-tier security, compliance, and proactive risk management to protect customer data. Certifications like SOC 2, ISO 27001, CCSP, CISM, and PCI DSS showcase a strong commitment to safeguarding information and adapting to evolving security threats. – Sheila Karns-Gierek, TrueDialog
3. OFFER ADDED VALUE.
Don’t just focus on safety. Spend just as much time focusing on value. People will only give you their personal info when they clearly see how it gets them a disproportionate amount of value in return—in the form of better service, better offers, and better use of their time. Ask for a little. Give back a lot. That’s how you build trust. – Barry Fiske, Merkle
4. KEEP CLIENTS UPDATED ABOUT PRIVACY POLICY CHANGES.
Respecting customer data privacy is the number one way to earn trust. Security is king in 2025, and as customers are increasingly cautious about sharing personal information, companies must operate transparently. To build trust, communicate clearly how you’re using and protecting customer data, notifying them of any changes to your privacy policies in all functions—including marketing outreach —to build trust. – Geri Johnson, Next PR
5. REACH OUT FOR EARLY CONSENT.
An important aspect of data privacy for marketing outreach is obtaining consent across various channels. Consent for cookies and email marketing are prime examples. Without proper consent, you risk violating regulations like the GDPR or CCPA. Whether using cookies to track user behavior or sending promotional emails, it’s essential to understand how consent plays a role in these practices. – Justin Rende, Rhymetec
6. BE TRANSPARENT ABOUT HOW YOUR COMPANY IS USING CUSTOMER DATA.
Customer trust isn’t assumed—it’s earned. For marketers, this means being transparent about data practices and showing customers how the information they share is used to create unique, personalized experiences that truly resonate. From tailored offers to seamless interactions and meaningful recommendations, responsible data use should feel like a value-add, not a trade-off. – Jessica Shapiro, LiveRamp
7. PRACTICE BEING RESPECTFUL.
Treat data with respect. It’s not just doable—it’s good for business. When customers know you’re safeguarding their data, they’re more likely to trust you, engage with your outreach, and stick around. Respecting privacy isn’t a hurdle; it’s a win-win that builds loyalty while keeping your marketing efforts effective and credible. – Bryan Whitaker, Statara Solutions
8. IMPLEMENT DATA MINIMIZATION METHODS.
In marketing outreach, data minimization—collecting just the data needed—is crucial to client data protection. Businesses reduce data breaches and comply with privacy laws by collecting only what is necessary. This protects customer data and builds trust, as customers are more willing to engage with firms that respect their privacy and data appropriately. – Christena Garduno, Media Culture
9. COMPLY WITH YOUR STATE’S LAW FOR ANNUAL PRIVACY STATEMENTS.
The one thing to know about customer data privacy for marketing outreach is every company must put out a privacy statement once a year. The statement outlines how you use personal information and whether or not it stays within the company or is sold to third parties. Every state may have different laws, so businesses should research guidelines for privacy policies in their state. – Baruch Labunski, Rank Secure
10. USE MULTIFACTOR AUTHENTICATION AND ENCRYPTION.
Customers don’t fear data collection for marketing outreach—they fear companies that lose their data through breaches and shady exchanges. Show commitment to security with strong passwords, multifactor authentication, encryption, and minimal third-party sharing. Be transparent about your security measures to build customer trust. Collect what you want, but protect it as well. – Shayne Fitz-Coy, Sabot Family Companies
11. ESTABLISH A CONSISTENT TIMELINE FOR DATA ELIMINATION.
A critical yet often overlooked aspect is data retention periods, or how long you keep customer information after collecting it. Many organizations store data indefinitely by default, which increases security risks and violates privacy regulations that require data to be deleted when it’s no longer needed for its original purpose. Establish timelines upfront and stick to them. – Kathleen Lucente, Red Fan Communications
Original (Referring) URL: https://www.fastcompany.com/91276006/11-ways-companies-can-safeguard-customer-marketing-data
