GDPR increases the appeal of Direct Mail

• Did you know - you can send direct mail to your customers and you don’t need their explicit consent. So,
  unlike email marketing a direct mail pack will give you greater freedom to connect, engage and sell.
   
• The DMA - has reported a 43% increase in customer responses to direct mail.
   
• On average - people keep their post for 38 days compared to 51% of emails being deleted within two seconds.
   
• There’s no denying it - direct mail is a powerful, meaningful and a dependable way to turn customers heads and leave a lasting impression.
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• GDPR is beneficial - for your business and the customer. It has one definitive aim: to balance the interest of the data controllers and the data subjects.
   
• The big question - for marketers and business owners: do you need explicit consent (opt-ins) from the recipient to send them paper marketing?
   
• Sending Direct Mail on the Grounds of Legitimate Interest - businesses that send direct mail can do so on the basis of legitimate interest. They do not need to record consent from the recipient.
   
• What you need to ensure – is that the use of data is valid. Direct mail has a minimal impact on privacy and is expected by the recipient or they won’t be surprised to receive it.
   
• Let’s say - a customer purchases a product from you online. Does that signal legitimate interest in your business?
   
• Absolutely - they’ve actively engaged with your products and wouldn’t be shocked to see your catalogue on their doorstep. Also, if a customer has previously opted-in to your marketing emails, you can send them direct mail on the basis that they’ve proven their interest.

There’s never been a better time to invest in Direct Mail