One of the biggest news stories to hit the headlines recently is GDPR. Everyone seems to be talking about it and with penalties of up to 4% of worldwide revenue for failing to comply, it’s clear that businesses in the UK will be substantially affected. What the issue is at the moment, is that guides and resources on the matter seem to be creating more questions than answers.

1. HOW WILL GDPR
AFFECT DIRECT
MAIL MARKETING?

2. ALTHOUGH MAY 2018 SEEMS A LONG
WAY OFF, IT HAS BEEN RECOMMENDED
THAT BUSINESSES USE THIS TIME
WISELY AND START PREPARING
THEMSELVES.
WHAT IS GDPR?
GDPR stands for General Data Protection Regulations and when it comes into play on the
25th
May 2018, the changes to the governance of data will have substantial consequences on
all businesses.
Fundamentally, GDPR will determine how businesses do business, and change how data is
managed, protected and administered.

3. WHAT ARE THE STATS ABOUT GDPR SAYING?
DMA conducted a survey and found that only 1 in 20 businesses aren’t aware of GDPR.
More surprisingly, 71% of those surveyed said they were either somewhat or extremely
prepared for the changes. This is up an impressive 49% increase when the identical survey
was conducted back in June 2016.
IT SEEMS THAT BUSINESSES ARE GETTING TO GRIPS WITH GDPR,
HOWEVER, THERE ARE STILL A FAIR NUMBER OF GREY AREAS.
MARKETING BEING A BIG ONE. THERE IS A LOT OF CONFUSION
AROUND HOW CERTAIN MARKETING CHANNELS WILL BE AFFECTED.
FOR EXAMPLE, 81% OF THOSE ASKED THOUGHT DIRECT MAIL WILL
BE AFFECTED BY GDPR AND AS A RESULT INTEND TO AVOID USING
THIS TACTIC, WHICH IS FAR FROM BEING TRUE.

4. WHEN SENDING OUT DIRECT MAIL
CAMPAIGNS, IT IS OUTLINED IN LAW, THAT
A PIECE OF MAIL (WHATEVER THIS MAY BE)
HAS TO BE IN THE ‘LEGITIMATE INTEREST’
OF THE COMPANY AND CUSTOMER.
MEANING IT IS PERFECTLY OKAY TO CARRY
ON SENDING DIRECT MAIL.
KEEP CALM AND SEND EMAILS ANYWAY?
The simple answer to this is yes. GDPR is challenging how data is collected and used
with the core principle being that consumers now have the right to control their own
personal data.
KEEP
CALM
&
SEND
EMAILS

5. DON’T YOU HAVE TO GET PERMISSION?
No, under the new GDPR rules it is not a requirement to get people’s permission, unless, (and
this is important) they have been asked to be removed from marketing communications.
DO BEAR IN MIND THAT YOU DO STILL HAVE TO MAKE IT EASY FOR
CUSTOMERS TO OPT OUT AND BE COMPLETELY HONEST AND
TRANSPARENT IN HOW YOU INTEND TO USE THEIR DATA, NOT JUST
FOR THE FULFILMENT OF THE MAIL BUT TO BE SEEN AS COMPLYING
WITH THE SPIRIT OF GDPR.

6. 1. BE CRYSTAL CLEAR OF THE BENEFIT FOR CUSTOMERS
2. DEMONSTRATE THE POTENTIAL BENEFIT TO THE END CUSTOMER
3. ENSURE NO HARM OR DISTRESS IS CAUSED TO THE END CUSTOMER
4. IDENTIFY THE MOST RESPONSIVE AUDIENCE THROUGH SEGMENTATION
5. ANALYSE THE SUCCESS AND ENGAGEMENT RATE OF PREVIOUS
DIRECT MAILS
6. CONSIDER SCREENING CUSTOMER BASES AGAINST THE MAILING
PREFERENCE SERVICE (MPS)
7. MAKE IT AS EASY FOR CUSTOMERS TO OPT OUT AS IT IS TO OPT IN
8. ENSURE THOSE WHO HAVE REQUESTED TO OPT OUT ARE NOT
INCLUDED IN FUTURE CAMPAIGNS
THE 8 GOLDEN RULES
Here are the 8 golden rules that businesses should bear in mind when sending direct mail:

7. DEFINITION OF PERSONAL DATA
With GDPR, the term personal data seems to crop up a lot. Personal data is basically any
information that can relate to someone who can be identified both directly and indirectly by:
Name ID number Location data Online identifier
AT THE BEGINNING IT WAS THOUGHT THAT LEGISLATION WOULD DEEM ALL
ONLINE IDENTIFIERS (SUCH AS COOKIES) AS PERSONAL DATA. THIS WOULD HAVE
MADE ONLINE BEHAVIOURAL TRACKING ALMOST IMPOSSIBLE FOR MARKETING.
WHAT WAS AGREED INSTEAD IS ONLY COOKIES PLACED BY AN INTERNET
PROVIDER WHICH CAN BE LINKED BACK TO AN EMAIL ADDRESS WOULD BE
DEEMED AS PERSONAL DATA. COOKIES PLACED WHICH CANNOT BE LINKED
BACK TO ANYTHING TO IDENTIFY THE INDIVIDUAL ARE VERY UNLIKELY TO
BE TREATED AS PERSONAL DATA.

8. A BRAVE NEW WORLD
WE HOPE THIS ARTICLE HAS HELPED TO ANSWER SOME OF YOUR
UNANSWERED QUESTIONS ON THE MINEFIELD THAT IS GDPR.
YES, COMPLYING WITH GDPR REGULATIONS MAY SEEM DAUNTING,
HOWEVER DON’T BE AFRAID OF SENDING OUT DIRECT MAIL CAMPAIGNS.
JUST BE MORE WARY OF WHAT YOU ARE DOING.

9. LEGITIMATE INTEREST IS THE KEY
‘LEGITIMATE INTEREST’, GIVES YOU THE GREEN
LIGHT FOR PROCESSING DATA, HOWEVER THE
OPTION TO OPT OUT MUST BE MORE OBVIOUSLY
BROUGHT TO THE ATTENTION OF THE
INDIVIDUAL. WE WOULD RECOMMEND INCLUDING
IT IN THE VERY FIRST COMMUNICATION.
One of the key things to take away from GDPR is that individuals have the right to object
at any time to their personal information being processed without having to pay a fee.
Once they object, you can no longer use their information for marketing activities.

10. WRAPPING UP
GDPR is all about giving control back to the consumer. Here at Birch, we are seeing
GDPR in a positive light. We believe that this is a real opportunity to cleanse the data
you have and for businesses to analyse the way in which they are communicating with
potential and current customers.
REMEMBER THAT GDPR IS VERY NEW, SO PLEASE NOTE THAT
THIS BLOG IS OUR CONSIDERED OPINION (BASED ON OUR OWN
RESEARCH) AND WE WOULD ALWAYS RECOMMEND DOING
FURTHER READING AND RESEARCH FOR YOURSELF!

11. TO READ OUR BLOG ON
THIS SUBJECT, VISIT:
www.birchprint.co.uk/blogs
THANK YOU!