In regards to GDPR (General Data Protection Regulation), much is still up in the air. Yet, ICO (Information Commissioners Office) brought more down to earth this week by shedding light on the use of direct mail.
The information, posted on an FAQ section of the ICO website, states that “You won’t need consent for postal marketing… you can rely on legitimate interests for marketing activities if you can show how you use people’s data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object.”
In simple terms, it confirms that when contacting someone by post, legitimate interest can be used in place of consent as long as your efforts are minimally intrusive and relevant to your recipients.
With many marketers questioning what they can do under GDPR, it seems direct mail will be a practical option. Obviously the same rules of providing a clear way to opt-out still apply.
Final regulation on legitimate interest has not yet been revealed but the question will be about what that constitutes not whether direct mail can or cannot be used. This puts direct mail in an opportune position to command a larger percentage of the marketing mix.
As many forms of communication are subject to stricter regulation under GDPR, it’s a great time to start adding direct mail to your marketing strategies.
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