Build trust with direct mail
By KPM Group
The introduction of GDPR has undeniably made life a little more difficult from a marketing (and particularly a digital marketing) perspective. And while most organisations are taking steps towards compliance, many still have a long way to go.
It’s not a consistent story; on average“UK marketers consider their organisations to be just over 82% compliant with GDPR” – with a fifth even claiming 100% compliance.
However on the retail side, GDPR is being met with some resistance due to the cost of compliance, and a fear of losing essential data. Meanwhile charities (who hold sensitive information and cannot risk public distrust) are faring better, but a lack of confidence is still evident across the board.
Get GDPR confident
The birth of GDPR gave rise to a greater understanding of the value of personal data, and how it can be misused. The greatest challenge for companies post-GDPR is the rebuilding of consumer trust, and the relationships that go with it.
“GDPR has exposed many unwitting individuals to the scope and nature of the data held about them, so looking forward organisations must demonstrate that they can be trusted to operate ethically and fairly with the information they process, and keep subjects informed.”
Within the parameters of GDPR, marketers must reconsider the most effective marketing and communication channels. So how about revisiting the old, as new?
Using direct mail to build trust
Direct mail marketing isn’t impeded by as many restrictions as email (you don’t always need consent for postal marketing), and therefore offers a legitimate way to contact customers and prospects who are otherwise unreachable.
From a trust and relationship perspective, you can use post to direct customers online and encourage opt-in consent – placing the power literally in their hands, and reinforcing their position as a valued customer.
Furthermore, mail achieves higher rates of engagement and conversion than emails, with 87% of direct mail recipients influenced to buy something online. And that’s not to the exclusion of digital marketing: a MarketReach study proved that mail primes other channels, meaning that emails and social media promotions may be better received – and remembered – if the recipient has received mail beforehand.
There is still a long way to go for companies and their handling of personal data, but looking to the future, GDPR could potentially teach businesses a great deal more about their customer base. Digital still has its place, but we’re seeing a very clear reason that postal marketing is still alive and kicking.
Find out more
Need a bit more guidance? Talk to us, make the most of mail, and get GDPR confident.
This article is abridged from KPM Group’s report, GDPR: Build Trust With Direct Mail. Read the full version here.
