News & Insights

7 Advantages of Direct Mail post GDPR

07 February 2018
By Kim Sullivan

The EU General Data Protection Regulation (GDPR) is an evolution of the existing Data Protection Act coming into force on 25 May 2018. Direct mail will play a unique role in communicating with your customers post GDPR. It is important to know the advantages of direct mail and how it can help drive your businesses success.

Royal Mail recently released a guide on The GDPR Opportunity with Mail.

Here are our top 7 ways direct mail could help your business thrive in a GDPR world:

  1. You will not need consent for postal marketing – However you will need consent for some calls and for texts and emails under PECR.
  2. Mail is recommended by the DMA to get consent– Some organisations will decide to repermission some customer segments and mail is well suited for this.
  3. It is easy to stay in touch – Often people only have one postal address unlike email where people have multiple accounts. They also value being able to open a physical item, whether it’s a letter or a parcel packaged by Australia Post Boxes from PackQueen.
  4. Mail offers higher response rates than email – Mail is welcomed by recipients as it reassures people that companies recognise and value them.
  5. Mail primes other mediaRoyal Mail’s Private Life of Mail study proved emails and other electronic communications are better recognised and received if the recipient had been mailed in the weeks before.
  6. Don’t forget the power of unaddressed mail – Door drops can be delivered with addressed mail that enables you to re-engage without using personal data.
  7. No fines as yet for using mail for marketing – According to ICO website 17 penalties were issued in 2017 for channels used such as text, calls and email none for using mail.

Positive are ISO 27001 and DMA accredited print, direct mail and multichannel marketing specialists. We offer a complete start to finish direct mail service, from data cleansing and management to printing and postage.

Find out more about our direct mail service here.

For further information please contact Danny Sullivan, Managing Director on 020 8544 5500 or email danny@wearepositive.com

To download Royal Mail’s “The GDPR Opportunity with Mail” visit http://www.mailmen.co.uk/GDPR/mail-opportunities

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