The use of email-tracking technology is drawing heightened regulatory scrutiny and has become a growing target of litigation. For many organizations, these technologies, which could be in the form of a “pixel,” “beacon” or URL tracking parameters embedded in links, sit quietly in the background of marketing and operational messages. Yet from a legal and compliance perspective, they raise the same kinds of questions as online tracking tools such as cookies.
In Email-Tracking Technology: Emerging Compliance Expectations in the U.S., EU and Beyond, colleagues Scott Morton, Shruti Bhutani Arora, Steven Farmer, Christine Mastromonaco and Samson Verebes explain what is happening and why it matters, while offering some pragmatic options for organizations to consider when relying on email engagement data.