The new General Data Protection Regulation (GDPR) has drastically changed the rules of engagement in marketing. It’s brought new rules, new customer attitudes and new challenges to marketing communications, but it’s important to note the new opportunities it presents to the marketing landscape, in particular direct mail.
For many forms of digital communications to be in compliance with the GDPR, marketers must obtain opt-in consent from consumers, meaning they have given explicit permission to use their data. However, direct mailing campaigns do not require the same level of consent, and as a result, marketers do not have to jump through as many hoops to be GDPR compliant.
If a company can undertake the relevant “balancing tests” and demonstrate that legitimate interest is the legal basis for processing data, the need for consent disappears. Along with the intrinsic qualities of direct mail such as physicality and tangibility, the legitimate interest concept improves the relevance and value of mailing campaigns for customers.
So, what opportunity does this bring? Confusion amongst digital marketers around the new legislation has the potential to inhibit and slow down communication strategies. Yet those undertaking direct mail can continue to improve customer acquisition and retention, without the fear of the unknown, by ensuring their direct mail is appropriate and relevant.
Our latest report, developed by MarketReach UK explores this further and explains why GDPR is really the moment for mail.
