Your email campaigns evolve for greater transparency - Aug. 2025
August 2025
ANNOUNCEMENT
CNIL proposes new rules on the use of tracking pixels in emails. Find out more here. These rules aim to better protect users' privacy. At Splio, we adapt our tools to ensure compliance, while maintaining the performance of your campaigns.
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What this means for you
Impact on your daily use
Open rates will be partial: only customers who have given their explicit consent will be taken into account. However, an overall open rate can still be measured at campaign level, or even by messaging domain, although granularity by contact will no longer be available, subject to further clarification by the CNIL.
Purchase, navigation and profile data remain available and used.
Predictive models continue to optimize campaigns, albeit with slightly reduced precision.
Deliverability could be impacted, which is why we encourage you to integrate other indicators (such as purchases or clicks, for example) as of now. What's more, this new system will be retroactive, which means that new consents will have to be collected for contacts already in the database. We can advise you on the subject if necessary.
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The advantages of this new system
You'll be more transparent with your customers.
Tracking opt-in becomes a strong signal for better audience segmentation.
Campaigns remain effective, despite the limited impact of regulatory changes.
Splio continues to optimize the sales generated by your campaigns.
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Actions to be taken
No immediate action is required on your part. However, here are our recommendations:
Inform your CRM teams about the upcoming changes.
Adapt performance analyses (less based on openings).
Anticipate a new segmentation and targeting strategy.
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Frequently asked questions
Will my campaigns be less effective?
If you're already using our Predictive AI module, model performance remains solid, with limited impact expected. On the other hand, if your segmentations are based primarily on openings, adjustments will probably be necessary to maintain their effectiveness.
Do I need to modify my emails?
Not at the moment. We'll keep you informed if any adjustments are necessary.
How do I know who has given consent?
This information will be integrated into your Splio tools as a segmentation signal.