You’ve probably heard a lot about the approaching General Data Protection Regulation (GDPR) and many businesses are wondering what it could mean for the future of their direct mail campaigns.
In fact, your business might be frantically preparing for the regulation as we speak to make sure your customer database and marketing activities will conform to the new data laws.
What Does GDPR Mean For Direct Mail Campaigns?
In this article, we will tell you everything you need to know about the forthcoming General Data Protection Regulation and what GDPR means for your future direct mail campaigns.
What Does GDPR Mean?
Firstly, let’s take a look at what GDPR means; it stands for General Data Protection Regulations and will come into play on 25th May 2018.
It is a regulation brought in to strengthen and unify data protection for all individuals within the European Union.
Essentially, GDPR will alter how businesses do business and change how they manage, protect and administrate data.
How Will GDPR Affect Direct Mail Campaigns?
The GDPR is challenging how data is collected and used. Consumers now have the right to control their own personal data. The law outlines that a piece of mail has to be in the ‘legitimate interest’ of the customer and company.
This means you can still carry on sending direct mail campaigns.
It is not a requirement to get people’s permission to send them mail unless they have requested to be removed from marketing communications.
With the new regulation, you still need to make it easy for customers to opt-out of marketing and mailing lists. You also need to be honest about how you plan on using their data in mail fulfilment and also comply with GDPR.
The regulation comes into place on 25th May 2018, and although it is still a couple of months away, it has been recommended that you use this time wisely and start preparing your business for the new regulation.
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