For many providers of direct mail marketing, the new rules in regard to the GDPR regulation that came into effect can be quite confusing. Since the law has come into effect – there have been some changes in the way consent is given online. Especially with the saving and processing of data and other personally identifiable information (PII).
The new regulations state it is legitimate to use PII when: “The processing is necessary for the purposes of legitimate interest pursued by the data controller or the third party or parties to whom the data are disclosed”.
In this blog, we will look how GDPR will affect the way that your business goes about the direct mail marketing process.
GDPR and Direct Mail: Why GDPR Will Affect Email Marketing
The most noted and used alternative for direct mail marketing is email marketing. However, it has become clear over the past few years that the email marketing strategy has become saturated – and in many cases it is not as successful as the direct mail marketing alternative. A recent study showed that less than half of the people who had participated in the study, could recall the brand name directly after seeing a digital ad. On the other hand, more than three quarters of the people who saw the physical ad, remembered the brand name.
With the recent changes in GDPR, email marketeers must request consent actively. Instead of “passively agreeing” – for example; “by using our service you agree to….”, you must now actively request an agreement from your customer, and only be able to gain their data by gaining a clear yes. It is estimated that the changes in consent will lead to more than 30 percent of all email addresses being unusable for marketing purposes.
GDPR and Direct Mail: Why GDPR Will Not Have An Effect on Email Marketing
GDPR will be different for the Direct Mail industry – as the Information Commissioners Office will be able to use legitimate interests and not have to gain explicit consent in order to send post to a customers address. If you can prove that the post is sent to further the business.
Are you planning to move to a direct mail marketing system – as an alternative to email marketing, or even alongside your email marketing campaigns? At PSC systems, we offer a great fulfilment and easy to use hybrid mail system. Call us today on 0151 346 1640 for more information.
Posted on Tuesday, October 2nd, 2018 at 11:50 am in Latest News.