What is GDPR?

 

GDPR, or the General Data Protection Regulation, is a privacy and security law that was passed as EU law and the European Economic Area on 25th May 2018. Organisations are obligated to follow guidelines on data collection and processing of the personal information of EU visitors, wherever the goods and services are being marketed from around the world.

 

After Brexit where do we stand with GDPR and marketing communications?

 

The EU GDPR no longer applies to the UK since it left the EU. However, the UK data protection legislation must be abided by, and since the GDPR is incorporated into the new UK legislation, there is very little change to EU data practices.

Any organisation exchanging data with the EU from the UK will need to transfer personal data and information following both EU and UK GDPR. With that in mind, we’ve created the below to walk you through the benefits and challenges of GDPR for your marketing and business.

 

What are the benefits of GDPR for businesses?

 

1. Improved Cyber Security

 

The introduction of GDPR means that all businesses must process data online through the appropriate technological methods. This has led to the safer handling of data, elevating the threshold of cybersecurity within businesses. Better cybersecurity reduces the likelihood of personal data breaches, protecting the most important people of all, the customers!

 

2. Better management of data

 

Any information and data that isn’t important or useful to your business can be identified, so it will be simpler to remove. The data and information remaining will be relevant to you. Customer requests will be easier to undertake, and costs of data storage will decrease.

 

3. Data-Driven Marketing

 

The removal of irrelevant data and information from your database now leaves a group of potential customers that are more likely to be highly engaging with your brand and your marketing. Readjustments to marketing strategies can take place if necessary, and they’ll be a keen collection of customers waiting to respond to the changes.

 

4. Business process automation easier

 

Mandatory changes to data management processes due to GDPR will indirectly lead to information storage and management improvements because it is a necessity.

This in turn will improve data accessibility within the company, leading to general efficiency when handling data and information.

 

5. Customer trust = brand loyalty

 

Businesses now require a customer’s consent to use their data. The transparency that a detailed explanation of what the data will be used for creates trust between the consumer and the brand. These customers will know that their details will be handled safely and appropriately, and because of this, will form a closer relationship with the brand.

 

 

“By placing the customer at the heart of your business, we can ensure consumers receive the timely and relevant communications they crave. In doing this, marketers will be able to go beyond simply adhering to the new rules and engage customers honestly and transparently. Enabling them to foster long-term relationships and increased loyalty, creating an environment where both the business and customer can benefit.”

Rachel Aldighieri, MD at the DMA

 

 

What are the challenges of GDPR?

 

 

1. The introduction of a data protection officer

 

An organization must appoint a data protection officer (DPO). An existing employee can carry the additional load of the new role but will require training, which will cost time and money. A new appointment could be brought in from elsewhere but bringing a DPO into the company would add another wage, furthering costs. The cheapest alternative is to outsource, where an expert will be able to offer you direct advice quickly. Whatever option you choose, all businesses will now have to factor in this extra cost.

 

2. Who knows what the future holds?

 

There is an element of uncertainty when it comes to future changes to GDPR, and the costs that may come. Penalties could always become greater, and educating people both customers, and people in the workplace is becoming increasingly needed.

 

 

3. Outside the EU business affected

 

Data can only be transferred to businesses outside the EU if the data protection regulations are identical to that of the EU, which could interrupt international business practices.

Direct Mail and GDPR

 

Consumers love mail! The DMA reports that customer responses to direct mail have increased by 43%. On average people keep their post for 38 days, whereas 51% of emails are deleted within 2 seconds. This demonstrates the effectiveness of direct mail marketing, but how does GDPR affect it?

All businesses have to abide by GDPR. Customers online have to opt-in to receive online marketing, such as e-newsletters and email marketing, from brands. Businesses that do not keep to the new laws will be fined, but do you need to opt-in to send direct mail marketing to potential customers?

 

The Information Commissions Office (ICO) states that direct mail marketing can be used if the customer has ‘legitimate interest’ in the company. A customer is deemed to be ‘legitimately interested’ if they have previously purchased a product/service from your business, or if they have opted-in at any point to newsletters, marketing emails, etc.

It is your responsibility to make sure:

· The use of data is valid.

· Mail Marketing has a limited impact on privacy.

· It won’t surprise the recipient when they receive it.

When using a direct mailing house like bakergoodchild, you will benefit from our expertise of how to appropriately act within the limits of GDPR and ensure that your customers’ data remains safe and secure.

 

What can you do to stay compliant?

 

Access and identify data – You should audit all the personal data you have stored, and access it, and once it’s accessed, identify which data source information and data comes from.

Create a privacy policy – You should update your privacy policy so that it includes your company and contact details, the way an individual’s information is stored, how long you intend to store it for, the rights the individual has over their data, and how an individual can request to have their data deleted.

Contact the ICO – If in doubt about GDPR compliance, get in contact with the ICO. It is difficult to know if you are complying with GDPR sometimes, especially if you are new to it, or you have a small team, so request their assistance when you think it is necessary.

Outsource! – External direct mailing specialists like bakergoodchild have a thorough understanding of GDPR and how to abide by them, saving you time, effort and money! The easiest way to avoid prosecution is to let an expert perform your direct marketing.

Don’t buy data lists (unless through an accredited data intelligence company) – if you don’t have your own proprietary database, or your own isn’t large enough, you may be able to purchase data from an accredited data intelligence company. If a larger acquisition base is required, there are other methods to increase the reach of your marketing acquisition campaign:

i. Data profiling

– It helps you plan your marketing across all channels, as insights are valuable and tangible.

– This will make your acquisition database grow through target personas.

– This in turn will reduce time wastage and costs and will finetune marketing exploits and reduce budgets needed for future marketing activity.

ii. Partially addressed mail

– Instead of addressing a mailing to a household, you mail to a household.

– Exposes multiple potential customers to your marketing.

– You can use your existing database to predict where areas of potential customers are likely to be.

– It costs less than fully addressed mail.

– Data costs are significantly reduced.

– It is fully GDPR compliant.

iii. Door drops

– An affordable method of targeting specific areas and audiences.

– They increase engagement with customers.

– Door drops can cover a few streets or an entire country, depending on your need.

If you outsource to accredited data intelligence companies such as bakergoodchild they will use their expertise in marketing acquisitions will help you have successful campaigns.

GDPR is here to stay, and it necessary when protecting people’s information and data. When using a direct mailing house like bakergoodchild, you will benefit from their expertise of how to appropriately act within the limits of GDPR and ensure that your customers’ data remains safe and secure. On top of this, you get to utilize a great strategic option for your business with direct mail marketing, that is continuing to grow.

 

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