Whilst the average person may not be fully aware of the data privacy laws in the UK, it is crucial for businesses and marketers to familiarize themselves with them. GDPR, which was implemented in 2018, has changed how we utilize customer data for marketing purposes. Whilst it primarily focuses on regulating digital marketing and electronic communications, it also extends to Direct Mail marketing. In this guide, we will delve into the fundamentals of GDPR, its implications for Direct Mail, strategies for achieving GDPR compliance, and so on.
Before diving into the detail, let’s take a step back and make sure we are all on the same page about GDPR.
So, what is GDPR?
The General Data Protection Regulation is one of the strictest data privacy laws. It originated from the European Parliament and the Council of the European Union, extending its reach to those who deal with the personal data of citizens residing in any EU and EEA countries. The failure to comply with GDPR regulations can result in a hefty fine, running up to millions of euros. Therefore, regardless of your location or operations, complying to GDPR laws is mandatory when dealing with customer data.
GDPR aims to enhance data protection for customers, granting them control over the use and handling of their personal information; it benefits both businesses and consumers, striving to achieve a balance between data controllers and data subjects.
So let’s start with the impact of GDPR on sending direct mail to your customers.
GDPR and Direct Mail
Although GDPR doesn't focus heavily on Direct Mail, it still controls the activities of Direct Mail to some extent, which is why marketers are required to remain compliant.
What is legitimate interest?
The Information Commissioner's Office (ICO) coined the term "legitimate interest" to offer flexibility for marketers processing data along with aiming to avoid spam mailing.
What are your responsibilities to stay compliant with GDPR?
Using this means you don’t have to go out and get their permission unless they have specifically asked to be removed from marketing communications.
You will still need to offer customers the opportunity to opt out of marketing mail, and will need to provide complete transparency about how you intend to use their information to fulfil both the letter and the spirit of the law.
The key thing to realise is that you can either continue – or start – to talk to customers by mail without any problem.
FULL ARTICE HERE FROM THE ROYAL MAIL