4 crucial email trends to account for in 2020

The past, as they say, is prelude.

So, based on what transpired in 2019, here are four significant email marketing trends that will bear watching in 2020:

Compliance. With the California Consumer Privacy Act now in full effect—and several more states eyeing similar legislation—marketers must be careful to avoid serious penalties. In general, that means limiting data transfers, securing data, providing access to consumers and allowing people to easily unsubscribe from any unwanted messages. This is only the beginning, however.

It’s possible that a federal bill could supersede state laws in ways favorable to businesses, but that’s wishful thinking. Privacy is a largely bipartisan issue, and a national law would probably err on the side of tightening consumer privacy laws—not that Congress is rushing to take this up.