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man in white shirt holds blue and white letter with gold sealIndustry experts are predicting the direct mail industry could be set for a period of increased growth as a result of the introduction of the GDPR.

As everyone is aware by now (or at least should be!) the GDPR is due to be officially enforced in May 2018.

Once this happens there will be several changes to how various forms of marketing can be used, and under which circumstances.

For direct mail, these regulations could be considered a positive change. The rules are laxer and unlike more heavily regulated channels like email, sending direct mail will not require direct consent. Instead, businesses will be able to continue with direct mail marketing as long as it is of ‘legitimate interest’ to the recipient.

But what exactly is legitimate interest?

Examples of legitimate interest

To remain compliant with direct mail under the GDPR it is important to ensure recipients have ‘legitimate interest’ and to make it as easy to opt out of communications as it is to opt in.

Legitimate interest is as it sounds. An individual must have a stake in the reasoning for data processing or direct contact. Under the GDPR if legitimate interest is to be used, the reason for processing must be necessary, real and not vague.

To simplify this further, data processing and direct mail contact should only involve people that would be genuinely interested in hearing what you have to say!

It is important to be clear on a number of factors, including the real benefits of contact for the recipient.Man with red hari and beard reading magazines against a white background

Below you can find a list of 8 golden rules businesses should mind when sending direct mail, produced by Paragon:

  1. Be clear on the benefit of direct mail to the business
  2. Demonstrate the potential benefit to the end customer
  3. Consider no harm or distress occurs to the end customer
  4. Conduct, targeting, profiling and segmentation to identify the most responsive audience
  5. Analyse previous engagement with direct mail as a proxy for interest
  6. Consider screening customer base against the Mailing Preference Service (MPS)
  7. Make opting out of direct mail as easy as it is to opt-in
  8. And always exclude those who have opted out from future campaigns

Direct Mail after the GDPR

It is likely that there will be an increase in direct mail marketing as businesses look to utilise alternative marketing methods that are effective, easy to implement and GDPR compliant.

Being able to engage with audiences based on legitimate interest is a significant advantage that can’t be overlooked and savvy marketers will no doubt look to take advantage of this.

Get in touch

Find out more about how you can utilise direct mail marketing today. Contact our team on: 0800 699 0501 or click below to email.



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