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KPM Group

A how-to guide to Legitimate Interest Assessments

As a business, you need to market your services beyond your own walls. However you’re also aware that you need to comply with GDPR… and PECR!

So how can you balance getting the word out, while also meeting personal data obligations?

There are six lawful basis set out in the GDPR to justify the processing of personal data – Legitimate Interest being one of them. But many businesses are unsure how to apply it for business to business (b2b) marketing communications.

So what exactly is Legitimate Interest, when can you use it, and how can you actually do it?

Download the guide to read:

  • When you can use Legitimate Interest
  • Examples of Legitimate Interest
  • The 3 stages of Legitimate Interest Assessments (LIAs)
  • Tips to remember
  • Bonus: Free Legitimate Interest Assessment Template

Legitimate Interest can be a great option for some businesses, but you need to follow the proper steps to protect yourself, your business, and the rights of your data subjects. You will need to demonstratethat your interests are not overridden by the interests of the individuals in question. And you do that by carrying out a Legitimate Interest Assessment.

If you would like to discuss LIAs – or the GDPR at large – in more detail, and how the Regulations relate to your campaigns, please contact Nigel Copp at KPM Group. 

6 ways direct mail delivers, post-GDPR

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.

  1. 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.”

  1. 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.

  1. 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.

  1. 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.

  1. 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!

  1. 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.