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Governance and Compliance Relationship with Digital Marketing

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  3. Governance and Compliance Relationship with Digital Marketing

Governance in Salesforce refers to a framework detailing how companies function and make decisions. Governance is not about local government or councils, or even software systems. It has to do more with the manner in which companies function and focuses on decision making are made in companies. Salesforce launched its Salesforce lean governance framework to manage technology investments for a company.

Governance provides,

  • Compliance: Ensuring technology systems comply with regulations on system access, security, and data privacy.
  • Risk assessment: Manage risks associated with technology systems.
  • Cost efficiencies: Focus on value generation by having clear priorities and standardized processes.
  • Velocity: adapt to new features or requirements of the company.

Key processes of the Lean Governance Framework are –

  • Vision and strategy
  • Business backlog
  • Software development lifecycle
  • Data strategy, architecture, and management
  • Communication strategy

CAN-SPAM

  • CAN-SPAM expands to Controlling the Assault of Non-Solicited Pornography and Marketing Act.
  • A U.S. law by FTC (Federal Trade Commission)
  • Its guidelines are
    • Clearly mention email sender in the email header
    • Email Subject clearly tells about email content
    • You should mention whether the email is either advertisement or solicitation.
    • The email can also have your physical mailing address.
    • Provide a mechanism for receiver to opt out.
    • Opt out requests to be processed immediately

Unsubscribe type

  • Global- It refers to unsubscribing from all emails which are sent from Marketing Cloud. 
  • Primary: Unsubscribe from emails from a specific company
  • List: unsubscribe from a specific emails from a company

Digital Marketing

Metrics for digital marketing –

  • Unique open rate – total number of unique email opens  / emails delivered x 100
  • Unique click rate – total number of unique clicks  / emails delivered x 100
  • Click-through rate (CTR) – total number of all emails clicked  / emails delivered x 100
  • Click to open rate (CTOR) – total number of unique clicks  / unique opens x 100
  • Bounce rate – total number of undelivered emails  / sent emails x 100
  • Unsubscribe rate – It is the total number of users which unsubscribe / emails delivered x 100
  • Complaint rate – total number of complaints / emails delivered x 100

Digital Marketing and Governance

The CAN-SPAM act for Commercial emails.

To ensure not tracking certain subscribers’ opens and clicks as per the EU’s General Data Protection Regulation,

  • Add a Preference Attribute called DNT
  • Configure DNT for subscribers who do not want to be tracked.

As per FTC, USA – The FTC Act prohibits unfair or deceptive advertising in any medium and that is,

  • Always tell the truth
  • do not mislead consumers
  • A misleading claim do not have relevant information

Reference: Salesforce

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