The new GDPR came into effect on the 25th May 2018. It replaces the Data Protection Act of 1998, protecting the privacy of people in the EU. General Data Protection Regulation means that people have more power over their data, how it is collected, stored and used. The law launches data protection into the 21st century after systems have moved into the digital age. So, how will this change impact business owners? We’re talking about direct mail campaigns and whether or not the new regulation is a concern for future marketing.
Previously, a simple “opt out” on the bottom of an email was sufficient for customers no longer interested in marketing communications, but now things need to be more explicit when it comes to customer consent. This is where marketing is primarily impacted by the change. A customer needs to be aware of how their data is being collected and used by a business.
But how is this going to impact direct mail campaigns?
There is little reason to be concerned as the Information Commissioner’s Office has informed businesses that through having a legitimate interest, as opposed to gaining explicit consent from customers, is enough to send them marketing materials in the post. However, you do need to ensure that, as a business, you have minimal impact on people’s privacy and how you use their data is proportionate, so they won’t object.
Now that GDPR has been in effect for a month, it is important to consider your direct mail campaigns, ensuring that you are considering the privacy of others and how you plan on using their data. Contact us today and a member of the Contrac team will get in touch to answer any questions you might have about direct mail marketing.
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