By Nigel Copp, CEO at KPM Group
With GDPR in full effect, marketers are reconsidering the most effective channels to reach prospects and customers. Direct mail marketing is subject to fewer restrictions than email, and therefore offers a way to contact customers who are otherwise unreachable.
Combining direct mail with digital activity leverages the strengths of both; for a truly successful multichannel approach. Here are 6 benefits of using mail as part of your strategy post-GDPR.
- DIRECT MAIL DOESN’T REQUIRE OPT IN CONSENT
You don’t always need consent for postal marketing. Quoting from the ICO website, “You won’t need consent for postal marketing but you will need consent for some calls and for texts and emails under PECR.”
- YOU CAN USE LEGITIMATE INTEREST FOR MAIL
Legitimate interest can be used for direct mail if you show that; how you use people’s data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object.
- USE MAIL AS A WAY TO GAIN CONSENT
The DMA recommend postal marketing as an effective and compliant way to gain online consent. If you can no longer contact customer segments by email use mail to encourage re-permission. Advertising mail discounts can also apply.
- MAIL IS MORE EFFECTIVE THAN EMAIL
Mail stands out. Mail gains higher rates of engagement and conversion than emails, with 87% of direct mail recipients influenced to buy something online. It builds trust and demonstrates that the recipient is a valued customer.
- UNADDRESSED MAIL DELIVERS
Create targeted mailings without using personal data. Door drops are delivered with addressed mail, enabling you to re-engage audiences that you can’t otherwise reach. Increasing in innovation and popularity, door drops stay in the home for an average of 38 days!
- MAIL ENCOURAGES BRAND RECOGNITION
A MarketReach study proved that mail primes other channels. This means that emails and social media promotions may be better received – and remembered – if the recipient has received mail beforehand.
And there’s more…
Read KPM Group’s blog 10 Ways Direct Mail Delivers Post GDPR for even more benefits of using mail.