News
NINEWAYS GDPRWILL BENEFIT DIRECT MAIL Marketersmay be embarking on the biggest regulatory change they have seen in a lifetime, but rest assureddirectmail canbenefit from the newGeneral Data ProtectionRegulations. 1. Consent may not be necessary Youwon’t necessarily needconsent for directmail as youmaybe able to rely on legitimate interest, but youwill needconsent for somecalls, texts andemails under thePrivacy andElectronicCommunications Regulations (PECR). Thatmeans youmay onlybe able to reach somecustomers bymail because it’s subject to fewer regulations thanelectronic communications. 2. Fewer regulatory unknowns You have fewer regulatory unknowns using mail unlike electronic channels. Mail is not impacted by the proposed ePrivacy Regulation, whereas electronicmedia are. 3. Getting consent Direct Mail offers the ideal opportunity to get consent fromcustomers. This type of mail is regarded asmarketing activity, so you’ll be able to qualify for admail discounts. 4. Higher response rates People respond tomail because it’s valued, unlike email marketing which is generally regarded asmore impersonal, less relevant and often annoying. 5. Fewer penalties So far, the Information Commissioner’s Office (ICO) has not fined anyone for promotional mail, however seventeen penalties were issued in 2017 for other media including text, phone calls and email. 6. Easy to stay in touch Whilepeople aremore likely tohavemultipleemail addresses, they generally only haveone residential postal address. 7. Don’t forget the power of doordrops Doordrops enable you to engage with households without using personal data. Highly targeted and delivered with addressedmail, research shows doordrops stay in the home for an average of 38 days and are frequently referred to. 8. Mail works with othermedia Studies show that mail works effectively with other media. For instance it’s likely you’ll benefit frombetter brand recall if the recipient has been mailed a week or two before. 9. Mail has evolved Ground-breaking new reach and frequency metrics are now available to agencies and advertisers thanks to the recent launch of JICMAIL. Find out more at www.jicmail.org.uk
Source: Royal Mail GDPR Guide
Formore information about General Data Protection Regulation visit www.whistl.co.uk/gdpr
4 Whistl Magazine • Winter 2018
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