Tip: Give customers access to the personal information that you have collected for them.

Letting users of your Web site see -- and update -- their personal information creates a win-win situation for both you and your customers. Not only will they feel empowered and in control of their own information, but your organization will see many benefits from transparency:

• Your emails will get delivered. Mailing lists with high proportions of outdated and invalid email addresses have high bounce rates.
• Sensitive information is less likely to fall into the wrong hands when you ensure that you’re sending mail containing personally identifiable information to its intended recipient.
• Emergency situations can be handled much more quickly when you have the correct phone and email information on hand.
• You'll have an immediate way to contact your customers in case of a security breach.

Gina Rico is an account manager at TRUSTe.

Read past tips at www.truste.org/sealholders/tech_tips.php.

 

Wiley Rein LLP