Now that GDPR has come into effect, marketers must reconsider the most effective channels to communicate with 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.
Here are 10 ways that mail can be used effectively as part of your marketing strategy.
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.”
2. 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.
3. YOU CAN REACH CUSTOMERS BY MAIL
Due to email restrictions, you may have some customers that can only be reached by mail. You can use post to direct people online and encourage opt-in consent.
4. MAIL IS SUBJECT TO FEWER REGULATIONS
Mail is subject to fewer regulations than electronic communications. It is not significantly impacted by the current PECR, or the proposed ePrivacy Regulation 2019.
5. 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.
6. 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.
7. KEEP IN TOUCH BY MAIL
People have numerous email addresses; work emails, private emails, emails that they no longer check. Usually people have one residential or main business address, making it easier to keep in touch.
8. 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.
9. 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.
10. GET AHEAD WITH MAIL
The average lifespan of direct mail is 17 days, compared to just two seconds for email. Mail can fulfil a range of objectives, drive traffic online, and is subject to fewer regulations. Talk to us and make the most of mail.
READ MORE > 8 STEPS TO SUCCEED AT GDPR
References:
ICO
MarketReach
Enthusem
