Definition
A privacy impact assessment is a systematic review of how your email program processes personal data. It identifies privacy risks, evaluates whether they are necessary, and documents measures to mitigate them. Under the GDPR, a PIA is required when processing is likely to result in high risk to individuals.
When a PIA Is Needed
- Launching a new email program or platform
- Implementing new tracking or personalisation technologies
- Processing special category data (health, political views, etc.)
- Profiling subscribers for automated decision-making
- Cross-referencing subscriber data with external sources
Key Sections
- Data flows: What data is collected, how it moves through your systems, and where it is stored
- Risk assessment: Potential harm to subscribers if data is compromised or misused
- Mitigation measures: Steps taken to reduce identified risks
- Compliance check: How the program meets GDPR principles
- Sign-off: Approval from data protection officer or legal team
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.