Direct mail post GDPR

Since the introduction of the new General Data Protection Regulation earlier this year, businesses and marketing professionals have been working hard to understand exactly what the changes mean for them. Designed to help protect consumer information, the new rules are already having a big impact on marketing campaigns everywhere. As direct mail is an integral part of the marketing world, it’s no surprise that professionals working in the industry are concerned about how GDPR will impact them.

Because direct mail is a little different to most forms of marketing, the industry has a unique relationship with privacy and data protection. As a result, the demand for direct mail is growing fast. A great way to boost the impact of your marketing campaign in a post GDPR world, direct mail is an increasingly powerful communication tool.

Do understand GDPR

Essentially, the GDPR is a set of rules and regulations that are designed to give EU citizens more control over their data. Businesses now have to make their customers aware when they’re collecting data and they have to ensure that it’s accessible, and deletable, when necessary. In the run up to the GDPR deadline, thousands of businesses fired off emails to their customer list asking for permission to get in touch in a post GDPR world. You may also have noticed that more and more websites now ask you to agree to cookies before allowing you to browse.

Don’t brand all marketing with the same brush

As direct mail is a lot less intrusive than other forms of marketing, it’s not so heavily affected by GDPR rules. As B2BMarketingEX says, “Brands may have some customers they can only reach by mail because mail is still subject to fewer regulations than electronic communications.” What’s more, unlike digital forms of communication, direct mail won’t be subject to ePrivacy Regulation when it comes into effect in the coming months.

Do show legitimate interest

One of the best things about using direct mail in a post GDPR world is that you won’t have to get explicit permission to contact your customers by post. Unlike email and phone marketers, who will need their customers to tick a box or otherwise give clear permission, direct mail marketers can use ‘legitimate consent’ when putting together their mailing list. This means that if you can show people won’t be surprised to hear from you and won’t object to you getting in touch, you’re free to send them marketing emails without express permission.

Direct mail marketing already offered a number of advantages over other forms of marketing communication. With these new rules coming into effect, direct mail is looking like an even better choice for innovative marketers everywhere. Get in touch with a member of our team today to find out more.