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Summary

When a data breach occurs, companies face a significant challenge in notifying affected users without compromising their email deliverability. This situation often involves sending critical, time-sensitive information to an entire database, including potentially inactive or unsubscribed addresses, which can trigger spam filters and damage sender reputation. Balancing legal obligations to inform users with the need to maintain a healthy sending infrastructure requires careful strategy and execution. Neglecting deliverability best practices during such a critical period can lead to emails landing in spam folders or being blocklisted, preventing vital breach notifications from reaching their intended recipients.

What email marketers say

Email marketers grappling with data breach notifications often find themselves in a challenging position, balancing the need to inform all affected users with the critical importance of maintaining a healthy sender reputation. The discussion among marketers frequently revolves around the risks associated with emailing unengaged segments of a list and practical strategies to minimize deliverability fallout during such sensitive communications.

Marketer view

Email marketer from Email Geeks notes the dilemma of having to email inactive and unsubscribed users about a data breach, acknowledging the deliverability challenges this presents. They questioned the necessity and method of such broad communication.

04 Aug 2020 - Email Geeks

Marketer view

Email marketer from Email Geeks advises that only individuals whose data was directly compromised in the breach need to be contacted. They also emphasize that email is just one of several possible notification methods.

04 Aug 2020 - Email Geeks

What the experts say

Deliverability experts provide invaluable insights into navigating the complexities of data breach notifications. Their opinions often focus on the technical nuances of email sending during crisis, emphasizing the delicate balance between legal compliance and maintaining a strong sender reputation. They stress the long-term impacts of mishandling such communications on future email programs.

Expert view

Deliverability expert from Email Geeks suggests exploring existing resources and guides for practical ideas on handling data breaches effectively. This emphasizes the importance of leveraging collective knowledge in crisis situations.

04 Aug 2020 - Email Geeks

Expert view

Deliverability expert from SpamResource suggests that sending to an old, unengaged list, even for a critical notification like a data breach, still carries significant deliverability risks, including hitting spam traps and increased complaint rates.

20 May 2024 - SpamResource

What the documentation says

Official documentation and security resources provide critical guidance on the legal and technical requirements for responding to data breaches, including how and when to notify affected individuals. They outline definitions of data breaches, recommended actions for businesses, and tools individuals can use to check their exposure. This information forms the foundation for any compliant and effective data breach communication strategy.

Technical article

Security documentation from Federal Trade Commission advises that data breach responses must explicitly detail the remedial actions taken and the protective measures implemented. This ensures transparency and helps rebuild trust with affected individuals.

01 Jan 2024 - Federal Trade Commission

Technical article

Security documentation from Fortinet clarifies that email security breaches specifically involve unauthorized individuals gaining access to an organization's email accounts or intercepting email communications. This highlights email as a primary vector for security incidents.

01 Jan 2024 - Fortinet

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