GDPR – Good News for Print

Letter being Posted Through Door

GDPR has certainly become a four-letter word and we apologise for bringing it up again but we just wanted to check that everyone understands it isn’t the death knell for direct marketing. 

Some companies are electing to go opt-in only for direct mail and rely on informed consent, a move which is likely to decimate your marketing database. However you don’t have to go down this route, we understand that legitimate interest is regarded as perfectly valid by the ICO, as long as the business is really making a considered case. 

A very simple analogy is that legitimate interest is like marketing a carrot to Bugs Bunny. You can demonstrate a potential benefit to the end consumer, it shouldn’t cause any harm or distress, you’re pretty sure Bugs is indeed a rabbit and you make it very easy for him to opt out and stay out. 

The ICO confirmed back in January 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.” 

The good news for print is that the rules regarding contacting your database with printed items are less onerous than the rules governing digital communications.

We all know how effective targeted direct mail can be and there’s no need to shelve your direct mailing campaign plans as long as you can show a considered approach.