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In a GDPR world, direct mail can help you to thrive

Tips • 9th May, 18 • 0 Comments



There will be many changes with the introduction of GDPR (General Data Protection Regulations), however, there will be many opportunities that you won’t want to miss. GDPR compliance provides the opportunity for businesses to grow and nurture stronger and more transparent relationships with customers and prospects which builds higher consumer trust.

Royal Mail recently conducted a customer survey which revealed 87% of people already trust mail, saying it is believable and a further 70% commented that it makes them feel valued. But, if that isn’t enough to convince you, Royal Mail have put together a mail wise guide and we have pulled out some key benefits to consider.


It’s easier to stay in touch with customers

Customers are likely to have more than one email address including ones that they don’t use anymore but are still active. However, customers are highly likely to have one residential address and Royal Mail’s home-mover data services enable you to stay in contact if your customer moves address.


Legitimate interest is all you need

You don’t necessarily need consent for direct mail communications as long as you can meet the terms and conditions for legitimate interest. In comparison, consent is needed for email and SMS marketing, particularly B2C, as well as some phone calls therefore these challenges open the door for direct mail marketing.


Utilise the secret weapon of unaddressed mail

Door drops provide targeted services that allow businesses to reach consumers without using their personal data – it’s that easy!


Less regulatory unknowns with direct mail

Direct mail has no attachment to the Privacy and Electronic Communications Regulation (PECR) or e-Privacy Regulation – yet to be implemented – businesses may experience fewer regulatory unknowns when engaging with customers through direct mail as oppose to electronically.


Direct mail comes out on top in comparison to email

Mail offers a higher response rate and customers recognise that direct mail takes more effort to personalise and to reach them than email, so they feel valued and appreciated by businesses that use it. For more on why direct mail beats email, see our blog.


Royal Mail can provide additional advice and tips on their website and our friendly team at FP Mailing L&C can assist you with innovative mailing solutions for all five postal stages from print to frank, so call us on 01925 820 638 or complete our contact form here, and we’ll be happy to help.

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