If you haven’t heard already, email marketing is making a comeback. So is email hacking, apparently. The past five years have seen several major email breach scandals, starting with all of Yahoo’s emails worldwide getting hacked. Not to dwarf that tragedy, this year started with the news of one of the biggest email hacks ever, uploaded to an online file sharing site. This should worry any email user, as well as any digital marketing specialist thinking about resurrecting an email campaign. Read along to learn more about the hack and the marketing consequences afterward:

The Monster Breach of…Probably Just This Year

The most recent breach somehow managed to snag a whopping 773 million email addresses and associated passwords. The records were uploaded onto MEGA for anyone to download (this link is, thankfully, now dead).

Security experts say that hackers wanted to grab passwords associated with emails so that they can try to use the same passwords to get into other accounts of the same user. The lesson for email users: never, ever reuse old passwords.

The monster breach seems a culmination of other breaches. Don’t be surprised if you see your old Yahoo address up there on the list.

The new breach doesn’t come as a shock as perhaps the Yahoo scandal. However, it highlights anxiety regarding privacy in the fake news age. Digital marketers should certainly expect consumers to be more and more wary regarding their online privacy. They would ask pointed questions from companies regarding data use, especially if they are giving you their email address.

Email Marketing and Ensuring Client Privacy

The massive email breach comes just as email marketing is re-emerging as a hip marketing channel once more. Email long took a back seat to social media marketing. Now that just about everyone who values their online privacy is pissed at Facebook, marketers are looking at email to fill that gap.

Email is a long and largely trusted channel for marketing. Unlike with social media, a giant greedy corporation isn’t in the way of your brand message and the target audience. Google, for example, doesn’t monitor emails the same way it collects data on Google Plus.

But email hacking poses an existential problem. Marketers should expect that clients would not be as keen to depart with their email addresses, even if they don’t give up passwords. Building up an email campaign in the age of hacking could be significantly more difficult.

How to Do Email Marketing in 2019

All in all, don’t let data breaches discourage you from running an email marketing campaign. With social media usage seemingly on the decline, at least for now, email is the best way to reach clients. The tough part would be to build enough trust with clients to get them to subscribe to an email list, which you can achieve with the help of a reputed SEO agency.

Here are several things to keep in mind when launching an email campaign in the coming months:

Build Trust

Trust is the foremost currency you need in a new email marketing campaign. Your brand can build trust by disclosing any information you collect to the clients. Maintain full transparency. Make is easy for them to unsubscribe, which is mandated by law in most jurisdictions. Don’t share client email addresses with any third party without explicit consent either.

Collect, Don’t Buy, Email Addresses

Make sure the email addresses you use are actually from clients that subscribe to the specific service your company offers. Don’t buy emails from third-parties and start shooting newsletters. These lists could be scam companies that may have dubiously collected email addresses. To ensure that your brand protects the privacy rights of subscribers, only use emails that your company collects.

Personalise Emails

Email is highly sought after by marketers because it’s much more effective compared to social media followers. Email is effective because brands can personalise content in a way that’s not really possible on social media. Master the art of personalisation to make your email campaign in 2019 successful.

Send Only the Most Relevant Information

Relevance is important for the email conversion rate as well as the trustworthiness discussed above. Keep content in the emails within what users intend from such emails. Don’t bombard them with offers they might not want. It’s possible to keep emails relevant and also highly innovative.

In summary, newer email marketing campaigns must first and foremost ensure the privacy of clients. Then, focus on building alluring content that is actually relevant to subscribers. Email marketing can be highly lucrative, but takes time to build from scratch. As long as your brand sticks to the basic principles, customers may not hesitate to subscribe to your brand’s list.