You can’t have failed to notice all the information and hype around GDPR, however did you know that the ICO have confirmed that companies will be able to use legitimate interests rather than gaining explicit consent from their customers if they use paper direct mail.
This means that businesses will not have to ask their customers to ‘opt in’ for future marketing communications via direct mail. However, their privacy statements will need to identify they are using legitimate interests to process their customer data.
So traditional paper could potentially become the preferred communication route for businesses and charities post the GDPR deadline of 25th May 2018, which is music to my ears.
Just seeing what comes through my letterbox, tells me that the amount of direct mail has reduced over the years. Annoyingly this has transferred to my email inbox, which over time has become clogged with spam.
Direct mail is far more personal and requires experience in creative, campaign management and data as opposed to electronic methods which is a cheap route and which requires minimal skill to make and deliver.
You might be thinking I’m making this up and beating my own drum, so here is the wording from the ICO’s FAQ section “You won’t need consent for postal marketing…you can rely on legitimate interests for marketing activities if you can show how you use people’s data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object.”
Here at PPS we have been helping businesses design and deliver direct mail campaigns for many years. I have always been a keen advocate of targeted paper direct mail.
Businesses that currently use email or don’t have explicit consent to market to their customers will now look towards using and testing direct mail, that’s great news for PPS.
Direct mail is an art and we have always been on hand to help businesses understand how to achieve the greatest returns from using direct mail - sourcing the right mailing lists, providing the best creative, advising on testing options and how to achieve postal discounts through pre-sorting.
In fact, I know quite a lot about direct marketing and hope to see more businesses asking me to share what I’ve learnt over the years with their marketing teams.