Privacy Policy

Mindset & Harmony Pty Ltd (ABN 93 670 117 665), trading as Butterfly Letters (“Butterfly Letters”, “we”, “us”, “our”) is committed to protecting your personal information in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs).

This policy describes how we collect, hold, use, and disclose your personal information, and how you can access or correct that information or make a complaint.

What personal information we collect

When you register for our waitlist or early adopter programme through our website (butterflyletters.io), we collect:

• Your email address
• Your first name

We may also automatically collect technical information when you visit our website, including your IP address, browser type, device type, operating system, pages visited, time spent on pages, referring URL, and interactions with our website (such as clicks and scrolling behaviour). This information is collected through cookies, tracking pixels, and web analytics tools as described in the “Cookies and tracking technologies” section below.

How we collect your information

We collect your personal information directly from you when you voluntarily submit it through the registration form on our website. We do not collect personal information from third parties.

Why we collect your information

We collect your email address and first name for the following purposes:

• To add you to the Butterfly Letters early adopter waitlist
• To notify you when Butterfly Letters is ready to launch
• To send you updates about the development of Butterfly Letters
• To send you your 12-month free subscription code if you registered during the early adopter promotion
• To respond to any enquiries you send us
• To analyse how visitors use our website so we can improve it
• To measure the effectiveness of our advertising on Google and Meta (Facebook/Instagram) platforms

We will not use your personal information for purposes other than those described above without your consent.

How we store and protect your information

Your personal information is stored securely using industry-standard measures, including:

• HTTPS encryption for all data transmitted between your browser and our servers
• Access controls limiting which team members can view subscriber information
• Secure third-party service providers with their own privacy and security commitments

We take reasonable steps to protect your personal information from misuse, interference, loss, unauthorised access, modification, and disclosure, in accordance with APP 11.

Disclosure to third parties

We use the following third-party service providers to operate our website and waitlist:

• Mailchimp (The Rocket Science Group LLC, United States) — to store your email address and first name and to send you email communications
• Vercel (Vercel Inc., United States) — to host our website
• Google Analytics (Google LLC, United States) — to analyse website traffic and usage patterns
• Google Ads (Google LLC, United States) — to measure advertising effectiveness through conversion tracking
• Meta / Facebook (Meta Platforms Inc., United States) — to measure advertising effectiveness and optimise ad delivery through the Meta Pixel

These providers are located in the United States. We have taken reasonable steps to ensure these providers handle your personal information in accordance with the Australian Privacy Principles through their standard data processing agreements and security certifications.

Data collected by Google Analytics, Google Ads, and Meta Pixel may be used by those platforms to build advertising profiles and deliver targeted advertising in accordance with their own privacy policies. We do not control how these platforms use data once it is collected through their tools.

We do not sell, rent, or trade your personal information to any other third party. We do not disclose your personal information to third parties for their own independent marketing purposes beyond the advertising platform usage described above.

Your rights

Under the Australian Privacy Principles, you have the right to:

• Access your personal information that we hold — you can request a copy of your information at any time
• Correct your personal information if it is inaccurate, out of date, incomplete, or misleading
• Unsubscribe from our email communications at any time by clicking the unsubscribe link in any email or by contacting us directly
• Request deletion of your personal information from our systems

We will respond to access and correction requests within 30 days.

How long we keep your information

We retain your email address and first name for as long as you remain on our waitlist. If you unsubscribe, we will delete your personal information within 30 days, unless we are required to retain it for legal or regulatory purposes.

Once Butterfly Letters launches, waitlist subscribers who create an account will be subject to the privacy policy applicable to the Butterfly Letters platform, which will be provided at that time.

Cookies and tracking technologies

Our website uses cookies and similar tracking technologies to help us understand how visitors use our site and to measure the effectiveness of our advertising. Below is a description of the technologies we use:

Essential cookies
These are required for the website to function and cannot be disabled. They do not collect personal information for marketing purposes.

Google Analytics (Google LLC, United States)
We use Google Analytics to collect anonymised data about how visitors use our website, including pages visited, time on site, and traffic sources. Google Analytics uses cookies to collect this information. Google may transfer and store this data on servers in the United States. You can opt out of Google Analytics by installing the Google Analytics Opt-out Browser Add-on.

Google Ads conversion tracking (Google LLC, United States)
We use Google Ads to advertise Butterfly Letters. When you click on one of our Google ads and visit our website, a conversion tracking cookie may be placed on your device. This helps us understand which ads are effective and measure return on our advertising spend. Google may use this data in accordance with its own privacy policy.

Meta Pixel (Meta Platforms Inc., United States)
We use the Meta Pixel (formerly Facebook Pixel) on our website to measure the effectiveness of our advertising on Facebook and Instagram. The Meta Pixel collects data about your activity on our website, including pages visited and actions taken (such as completing the registration form). This data may be used by Meta to deliver targeted advertising to you on Facebook, Instagram, and other Meta platforms. Meta may transfer and store this data on servers in the United States. You can manage your Meta advertising preferences at www.facebook.com/adpreferences.

How to manage cookies
Most web browsers allow you to manage cookies through your browser settings. You can choose to block or delete cookies at any time. Please note that disabling cookies may affect the functionality of our website.

For more information about cookies and how to manage them, visit www.allaboutcookies.org.

Children's privacy

Our website and waitlist registration are intended for adults (persons aged 18 years and over). We do not knowingly collect personal information from children under 18.

Changes to this policy

We may update this privacy policy from time to time. Any changes will be posted on this page with an updated “Last updated” date. We encourage you to review this policy periodically.

Data breaches

In the event of an eligible data breach that is likely to result in serious harm, we will notify affected individuals and the Office of the Australian Information Commissioner (OAIC) as required under the Notifiable Data Breaches scheme.

How to contact us or make a complaint

If you have any questions about this privacy policy, wish to access or correct your personal information, or wish to make a complaint about how we have handled your personal information, please contact us at:

Email: hello@butterflyletters.io

We will acknowledge your complaint within 7 days and aim to resolve it within 30 days.

If you are not satisfied with our response, you may lodge a complaint with the Office of the Australian Information Commissioner (OAIC):

• Website: www.oaic.gov.au
• Phone: 1300 363 992
• Post: GPO Box 5218, Sydney NSW 2001