06 – FLEXIBILITY IN BUSINESS
Being flexible with GDPR
You should all know by now that GDPR becomes enforceable on 25th May 2018. It is intended to extend additional protection for individuals and their data, providing greater transparency and control over where their data is saved and used.
Whilst the GDPR is good news for customers, it is going to force some change on marketers.
As we all review our marketing choices, I would like to suggest a number of ways that traditional mail could help you ensure success in a GDPR world.
YOU WON’T NEED CONSENT FOR DIRECT MAIL
If you can meet the conditions for legitimate interest then you won’t need consent for postal marketing whereas you may need consent for email & SMS marketing and some phone calls. Due to the challenges involved in gaining consent to GDPR standards, brands may have some customers they can only reach by postal mail.
BRANDS WILL HAVE FEWER REGULATORY UNKNOWNS WITH MAIL
As mail in not in the scope of Privacy & Electronic Communications Regulation or the proposed e-Privacy Regulation – which has no clear timeframe for implementation yet – brands may have fewer regulatory unknowns when contacting customers by mail in comparison to electronic channels.
MAIL OFFERS HIGHER RESPONSE RATES THAN EMAIL
In a world where trust and frequency of communication are increasingly important, mail is statistically proven to be more widely welcomed by recipients and offers higher response rates than e-mail. Consumers recognise that mail takes more effort than email. So when it is used, it reassures them that companies recognise and value them.
IT’S EASY TO STAY IN TOUCH VIA MAIL
While people are more likely to have multiple email addresses, including ghost ones they do not check – people generally only have on residential address.
THE POWER OF UNADDRESSED MAIL
Door drops offer targeted services that are delivered with addressed mail that enables companies to engage audiences without using personal data.
In another words GDPR with Mail is an opportunity to be flexible and increase success in targeting your market.