How forward thinking businesses are responding to the GDPR

1. The power of the post
How forward thinking businesses
are responding to the GDPR.

2. The GDPR has arrived and business,
doing what it does best,
has risen to the challenge
and discovered opportunity
and evolution where once
there had been fear...

3. The power of the post 3
Welcome to marketing post – the GDPR
But, as the dust settles, what has actually changed?
What does it all mean – and what do you need to do about it,
right now? And tomorrow?
Firstly, the GDPR is a good thing. It can be a huge positive for
both your customer and, yes, your business performance.
It creates the environment, finally, for a truly one-to-one
relationship between commerce and customer that we’ve all
been talking about and striving towards for years. This is the
moment at which personal data law has finally made it into
the popular mainstream and people have realised that not only
does their data have value but that they can control it, and are
supposed to. From this new power can grow new confidence,
understanding and trust from customers – they are finally
part of the data process, and with this enfranchisement comes
the ability to open up, share and collaborate freely.
Marketers want to be timely, relevant and motivating with
messages to prospects and customers. Data is the fuel that can
drive this successfully.
Consumers only want useful messages. Many are suspicious
about sharing their data in case it is misused/abused. Others
will quite happily part with their data if they see the value in
doing so. The reality is that if people opt-out of communications
from you they were never going to buy. The GDPR allows you
to market to those who are truly engaged with you.
Postal marketing – a great opportunity for
your business
If you’re already a customer of An Post, you will already
know the power of print to move your customers and build
your business. And you will, therefore, already be perfectly
positioned to succeed in this new GDPR world: mail remains
opt-out, while door drops and inserts, being free of personal
data, remain unaffected by the new regulations. This makes
the letterbox an even more attractive opportunity: a chance
to reach out, in the legitimate interest of your business,
to new and prospective customers that you can’t yet reach
online. Mail excels in its own right, but also becomes the
beginning of your customer’s online journey and a gateway
to the digital world: physical, durable, richly multi-sensory and,
now it is so well targeted and useful, widely welcomed and
valued, including by younger generations. This is why so many
online retailers already drive acquisition and retention through
print too.
Mail is the ideal channel in a GDPR world. You can target
so carefully that you should be able to offer messages and
products only to people who will welcome and benefit from
them, making it personal but not intrusive.
You can provide a creative, rewarding and engaging experience
that meets your customer’s expectations: they can interact
with it whenever and wherever it suits them. It becomes an
even greater opportunity for marketers precisely because it
is a physical medium in a disposable, digital world.
But it isn’t a ‘get out of jail free card’ either
But although mail remains, appropriately, an opt-out medium,
this doesn’t give you carte blanche. You will need to approach
it in the right way: conducting a Legitimate Interests Balancing
Assessment to analyse, rationalise and record your justification
for handling your customer’s data and to clarify your treatment
and safeguarding of it.
In light of these deeper responsibilities, this whitepaper
aims to provide complete GDPR compliance clarity around
your print marketing opportunities today. We’ve brought in
a leading expert view from Marc Michaels (ex COI, now
Paragon Customer Communications) to provide the key
technical distinctions
and an easy framework
with which you can
build activity that is
not just compliant,
but effective;
informing and
optimising your direct
mail to deliver reward
to both your customer
and your business.
Éibhín Eviston
Mail Media Manager
An Post

4. 4 The power of the post
Embracing the GDPR: ready-made best practice
The GDPR offers communications
professionals a great opportunity.
It has essentially taken common
sense, fairness and best practice
and codified them into law, with
a standardised planning and
record-keeping process.
It’s about working in harmony with your customer’s
expectations, and therefore being honest to yourself about
what those will be. As consumers, we do seek out and welcome
useful messages that help us get the products and services
we want, and will often happily share our data if we see the
value in doing so, and trust the organisation we’re sharing it
with. All of us are at times suspicious about sharing our data
in case it is misused or abused, so the obvious remedy is clear
communication of your open, honest intentions.
It’s about having confidence in our abilities as marketers
to motivate our customer to want to hear from us, because
we can make it worth their while and provide the opportunity
to engage more rewardingly with us on their own terms.
Here, the GDPR helps give a level playing field to all the
marketers who want to promote their products and services
in the right way. Perhaps, before, there was the fear that if you
didn’t shout louder than everyone else, your customer wouldn’t
hear you; but now, quite the opposite: clever beats loud.
And at a practical level, the GDPR provides a common,
best practice framework through which you can interrogate
and optimise your activity, drive real improvement to cost
and effectiveness and therefore raise your ROI and brand
reputation. Taking a step back to think through how you
maximise your data to benefit both your business and your
customer is often forgotten in the immediacy and complexity
of today’s always-on, multi-channel world. Now that you’re
obliged to do it, you might as well use the opportunity to
enhance your communications.
The GDPR has often been portrayed as something complex
and intimidating – but it really isn’t. In essence, if you treat
others as you’d wish to be treated yourself, you’ll be on the right
track. Make sure you work to the spirit not just the letter of the
rules, meet your customer’s expectations with honesty and
integrity, focus on earning their trust and belief and document
everything along the way.
The GDPR is about processing personal data
To start, it is worth clarifying that the GDPR is about
PROCESSING individuals’ personal data, while SENDING
communications is still subject to the current ePrivacy
Regulations (until the new, delayed ePrivacy Regulations
come in – currently due to be implemented in late 2019).
This is an important distinction, not merely semantics.
Personal data means any data that can be used to identify
a specific individual or reveal anything about them.
That means data relating to a living individual whether
in personal or business context used, to inform or influence
actions or decisions affecting an identifiable individual
e.g. name, address, email, telephone number, IP address
whether it is held electronically or physically.
Under the GDPR you have to cite a lawful basis by which you
are holding and processing customer data. There are six
possible bases and, by and large these break into Marketing and
Non-Marketing reasons.

5. Contents
Six legal bases for processing data under the GDPR 6
The GDPR & mail 8
The three-way test 10
The Eight Point Balancing Assessment 11
Legitimate Interests Balancing Assessment
An example of best practice
12
Gaining Consent 13
Targeted, physical, appreciated 14
How An Post can help 15
The power of the post 5
Marc specialises in thinking data and talking human –
translating data, research and psychology into insight that
fuels individualised creative communications.
An expert across problem solving, strategy, planning,
data interpretation and evaluation, he is also a GDPR
subject matter expert.
As the Director of Strategy and Insight at Paragon Customer
Communications, Marc leads planning, analytics and
creative for clients from private and public sectors,
including RBS, Hyundai, EDF Energy, St John Ambulance
and Public Health England.
Previously, Marc was Director of Direct and Relationship
Marketing and Evaluation at the Central Office of
Information, delivering hundreds of high-profile
behavioural change campaigns involving direct mail,
door drops, e-mail, contact centre and fulfilment,
field marketing, customer relationship management
and campaign evaluation across all government
departments, including DWP, the Armed Forces and
the Department of Health.
Marc was awarded a life-time Fellowship of the Institute
of Direct Marketing, has sat on numerous industry bodies,
chaired and judged countless marketing awards and is a
sought-after speaker, for example speaking at two An Post
seminars on the subject of the GDPR.
Marc Michaels
Director Strategy & Insight,
Paragon Customer Communications, IDM Fellow

6. 6 The power of the post
Six lawful bases for processing data under the GDPR
Marketing
will likely rely on:
Non-Marketing
communications such as contractual, regulatory or real service messages will rely on the following:
Consent
You have the specific consent of the data subject.
Legitimate Interests
Necessary for the Legitimate Interests of the data controller.
Contract
Necessary for completion of a contract.
Legal Obligations
Necessary for legal obligations.
Vital Interests
Necessary to protect the vital interests of the data subject.
Public Interest
Task carried out in the public interest.
Pretty much everyone has
focused on consent, as a lawful
basis, but that is only one of the
reasons that you would hold
and process data and you need
to understand the purposes
you are holding it for.

7. The power of the post 7
Non Marketing
For example, if I want to process your data to send you
a safety recall notice I would be relying on the lawful basis of
protecting the VITAL INTERESTS of the data subject (the person)
and consent wouldn’t matter at all.
There are other contractual activities and real service messages
that an organisation would send to a customer in the normal
course of the lawful basis where it is necessary for the
performance of a CONTRACT.
Or, for example in the financial sector you may need to send an
individual certain mandatory information because there
is a LEGAL OBLIGATION on your company to do so which
over-rides the GDPR.
Marketing
Marketing communications, however, are seen as more
intrusive and it is these that GDPR is particularly concerned
about. They would also tend to be the ones that, if done badly,
would elicit the most complaints.
For marketing, the processing will generally be CONSENT or
LEGITIMATE INTERESTS and will also depend on who you are
marketing to – Business to Consumer (B2C) and Business to
Business (B2B) are currently slightly different.
Business to Consumer
For B2C activity you would likely be relying on LEGITIMATE
INTERESTS or CONSENT. If special category data (such as health,
political, ethnic status, sexuality) or data that people consider
‘private’ or could cause social or economic disadvantage
(e.g. financial, vulnerability) then you will have to obtain
specific and informal consent. If it is less likely to cause
concern then Legitimate Interests is probably fine for
processing. For sending under ePrivacy Regulations
(until ePrivacy Regulations come in), you generally need
valid consent for electronic marketing communications
but print remains opt-out.
Business to Business
For B2B contacts, guidance confirmed that much of B2B
processing and contact will be usually done via Legitimate
Interests as B2B contacts are more likely to reasonably expect
this type of processing and contact and any activity is much
less likely to impact on them personally. You still need to offer
opt-out on all channels (e.g. mail, phone, email, text).
In summary
Some companies have decided to only work with consent and
asked their customers to opt-in to all their channels, including
the physical ones. However, they do not need to do this.
The more appropriate approach (unless special category data
is involved) would be to rely on Legitimate Interests for
processing data used for marketing and also for sending mail.
Consent would be required for all electronic marketing
communications.

8. 8 The power of the post
The GDPR & mail
“You won’t need consent
for postal marketing”
(UK ICO 2018).
But this isn’t a get out of jail free card, either.
It’s fair to say that mail has never really been the target for
the GDPR, which was instead born out of the need to police
the perceived ‘Wild West’ of digital communications and
provide a standard rulebook for an uncharted and
international digital world.
Marketers still need to be very mindful and sensitive about
what they send to whom, of course, but a customer receiving
mail is in a particularly open and engaged mind-set, and has
great control over whether, when and how they interact with
the communication. It isn’t seen as that intrusive – it doesn’t
interrupt what you were doing or intrude on your personal
digital space, and you can choose if, when, where and how
you interact with it. Perhaps this is part of the reason why,
when given the choice, people are much less likely to opt-out
of mail than phone, SMS or email.
It is appropriate, then, that mail remains opt-out under
the GDPR – and this fact alone will make print a much more
important part of marketers’ current and future plans.
But you will still be handling your customers’ data, and you will
still need to consider the impact of your communications on
them – meaning you’ll still need to do a Balancing Assessment
for each activity.
The evolving role of print
Practically speaking, mail will play a reinforced role in
establishing and driving customer journeys. The GDPR has
forced a spring clean of the industry’s customer data, cutting
down email lists that had been bought in, built on opt-out
or based on permission statements that wouldn’t pass the
test today. And, crucially, it will only take one opt-out tick at
any point to lose the ability to contact that customer through
digital channels. Even many regular, active, VIP customers
will choose not to opt-in to your digital marketing, so it will
be worth having their postal address to hand. Not only does
this enable you to continue the relationship, to the benefit of
both parties, but gives you a way to re-engage a customer
online again in the future.
Mail is an excellent and proven effective medium for
re-permissioning activity, which is why it is so widely used –
for example, offering entirely new content journeys or using
vouchers to tempt purchase.
If you have not got consent for email, SMS or other digital
channels, or someone has opted-out, or you are ‘unsure’,
then you cannot communicate by email or SMS to try
to re-permission. You will need to use direct mail
(unless of course, they have opted-out of that too).
Inserts Door-to-Door
Whilst both of these can be targeted using
demographics, geography appropriate titles etc,
they are essentially broadcast media and as such
do not identify individuals and so do not use PII.
The GDPR is not relevant to
these channels
Inserts and Door-to-door do not use PII

9. The power of the post 9
Post within the GDPR
Postal marketing under the GDPR is regulated exactly like
any other data processing activity. This means that you have
to show that you have a lawful basis under Art 6 to conduct
direct marketing, and this lawful basis does not necessarily
have to be consent-based. In fact, it often won’t be.
This is because the GDPR acknowledges that direct
marketing will often be a ‘legitimate interest’ of the
data controller (Legitimate Interests being a non-consent
based ground for data processing) and therefore consent
to direct marketing is often not required under the GDPR.
Recital 47 of the GDPR states:
“The processing of personal data for direct marketing
purposes may be regarded as carried out for a
legitimate interest.”
This means, for example, that if a business wishes to send
postal marketing about a new product to its customer base,
it can often do so in reliance on its ‘legitimate interests’ –
it generally does not need its customers’ consent to
this mailing. It will, however, always need to offer them
an opt-out (Art. 21(2)).
Are you asking for consent?
Direct Mail
Direct Mail remains an opt-out media channel
YES
Rely on opt-in consent.
Collect consent in an appropriate manner
– specific, informed, affirmative action (as email).
Refresh as required.
NO
Rely on Legitimate Interests.
Undertake Legitimate Interests
Balancing Assessment.
Ensure opt-out always offered.

10. 10 The power of the post
Is your data activity
necessary?
Does your activity genuinely pass these
three questions?
1. Processing must have a real compelling purpose to
achieve a result with real benefits to your business,
customer or society and not trivial or vague.
This could be the benefits of your product or service, as long
as it is well targeted and therefore relevant to the customer.
2. Processing must be necessary, targeted and
proportionate to the purpose.
Is there a less intrusive way to achieve the same results?
Only collect what you really need to know. It is necessary
to collect a phone number if you need to text a confirmation
message, for example, but don’t speculatively collect or store
details on the off chance you’ll find a use for them later.
If there are better ways of achieving the end goal then you
should consider them.
3. Balance interests of the individual against those of
your business.
It is beneficial to your organisation and to society that you
are able to find new customers and prosper – but not if your
communications become a nuisance. It might be perfectly
reasonable to send a speculative mailer, but if you’ve already
sent three before, without response, then it becomes hard to
argue it would be in the recipient’s interest to send them a
fourth. Please see the guidance on the Eight Point Balancing
Assessment.
Legitimate Interests
Legitimate Interests looks at balancing the interest of data
controllers and data subjects. It is particularly important with
regards to direct mail, which remains an opt-out media where
consent is not required, but Legitimate Interests may be argued.
There is a real need to balance the interests of the business
against those of the consumer in terms of considering their
rights and interests. Make this a formal process, using a
documented Legitimate Interests assessment to provide
evidence. Under the GDPR, if Legitimate Interests is to be used,
the reason for processing must be necessary, real and cannot
be vague.
If you’re mailing new prospects and use Legitimate Interests, it
is a legal requirement that you screen for mail opt-outs through
the appropriate industry preference services. If you are mailing
existing customers, it is not a legal requirement to do so, but
it is advisable as best practice and to learn your customers’
preferences. Very importantly, because mail remains an opt-out
media and you are relying on Legitimate Interests, you have
to make opting out as easy for people to do as opting in. So,
fundamentally, every time you communicate with customers
by mail, you need to make sure you offer them an easy way to
opt-out. If people do opt-out, that needs to be made clear right
across your organisation, so you need to put in place the means
to capture everyone’s preferences across the organisation.
The Accountability Principle
Under the GDPR you are required to demonstrate that you
comply with the various principles, so keeping a record of your
rationale, decisions, actions and processes at each step of this
process is crucial as part of your audit evidence. This is called
the Accountability Principle.
The three-way test

11. The power of the post 11
The Eight Point Balancing Assessment
According to the latest guidance, we’ve created an eight-point approach you can use to conduct your Legitimate Interests Balancing Assessment.
Be clear on the benefit to your business.
Be clear on the benefit to your customer and/or wider society.
Consider reasonable expectations of the individual.
Consider nature of the data to be used, and that no negative impact will occur to the individual.
Consider targeting, profiling and segmentation to identify the most responsive audiences.
Analyse previous engagement, consider frequency, channel choice and nuisance factor.
Screen your customer base against their preferences - MPS/TPS/CTPS.
Make opt-out as easy as opt-in and always exclude individuals who have opted-out right across your organisation.
Also vital for B2B as you don’t need consent, so are relying on legitimate interest.

12. 12 The power of the post
An example of best practice.
For processing data and despatch of physical communications
(largely direct mail for our welcome pack, magazine and
monthly mailings directed at our clients) we are relying on
Legitimate Interests and in doing so we have undertaken a
balancing assessment to balance the interests of the business
against those of the consumer based on the following criteria,
derived from available guidance in this area:
1. Anyone who has specifically opted-out of communications
would be excluded from any communications. We also make
it easy to opt-out of those communications through our data
collection statement and our preference centre.
2. All data for campaign exports are screened against deceased
and gone away files to ensure maximum cleanliness of the
files and data accuracy, further ensuring that we do not
contact anyone inappropriately. The sources we employ
include: Mortascreen, The Bereavement Register (TBR),
GAS Goneaway, National Change of Address (NCOA Track),
Mailing Preference Service (MPS).
3. We do not undertake outbound telephone marketing
communications. We only respond to inbound telephone
enquiries through our contact centre.
4. Processing is undertaken only where it is necessary and
there is a clear benefit to the business whether in terms of
improved customer satisfaction, improved perception of
the brand or improved sales. Each individual campaign is
carefully planned and evaluated to monitor its benefit to the
business in terms of increased sales and customer loyalty.
5. The data used for these communications does not include
any sensitive special category data or other ‘private’ data
such as financial. Profiling data is at segment level
(see point 8). Thus is it unlikely to be considered intrusive
or put the customer at risk of any significant negative
impacts. There is no barrier to individuals accessing services
or opportunities.
6. We can demonstrate an end benefit to the customer or
prospect to help them with their choice in the automotive
category. Our database comprises of customers, prospects
and lapsed customers who have self-identified as being
interested in our brand at some point and who have
been part of a car buying consideration phase. Providing
them with a premium value and innovative alternative
such as is represented is likely to be welcomed as part of
extending their consumer choice. In line with ICO guidance
on Legitimate Interests it would certainly be a reasonable
expectation for individuals to expect us to use their details in
this way.
7. We have considered that no harm or distress will come
to the end customer or prospect receiving this information
and we cannot see how this would be the case receiving
information on alternative car choices or the brand. Creative
messaging is carefully monitored and screened to ensure
that nothing would cause harm or distress. (Such messaging
would not, indeed, be ‘on-brand’ for us.) Screening against
deceased files also prevents any distress to any household
recipient who may be recently bereaved.
(Note: the only communications that could conceivably
cause distress are around Breach Notification or product
recalls and these are under a different lawful basis –
Protection of their Vital Interests).
Legitimate Interests Balancing Assessment
8. We do not bombard our customers or prospects with
marketing messaging. We undertake careful data planning,
profiling, targeting and segmentation and best practice
direct marketing methodologies to ensure we are only
approaching those audiences who have either self-
identified or are likely (through understanding patterns
and signals such as average buying cycles) to be in a car
purchasing consideration phase. Other more general
communications are more brand, benefit and content driven
(competitions, offers, events, magazine) etc. The frequency
of communication is minimal and will be at its height during
the launch of a new vehicle where an individual has shown an
interest in being kept up to date with the various stages from
pre-launch through to the launch communications. Even then
communications are spread over several months.
9. Through analytics, we assess an individual’s engagement
with us as a proxy for their interest and as a result will target
communications accordingly.
To that end, we believe that our processing and despatch
of communications are carried out with the appropriate
safeguards in place to ensure that the rights of the individual
are protected and respected and that no harm or distress
should occur through our data processing or despatch of
communications.

13. The power of the post 13
Gaining Consent
Gaining effective permission
the right way.
If you do need to gain consent for electronic communications,
or physical communications if special category data is
involved, then you need to make sure you are doing it right.
Gaining consent can seem complex, but it’s possible to simplify
it down and make it formulaic, easy to repeat across campaigns
and easy for your customer to understand and agree to.
Done properly, gaining consent is an opportunity to deepen
and consolidate your customer relationships. It’s an
opportunity to clear out bad prospects that might be costing
you resources and strengthen relationships with your real
customers.
Direct mail is a key tool in re-permissioning campaigns,
with the ability to reach, engage and drive response.
1. Is your existing consent fit for purpose?
Opt-in Clear
Fair Recent
Evidenced
2. If you do need to gain consent for electronic
communications – email/SMS etc. [?]
Even when you’re not asking for any consent, in your data
protection statement and your privacy statements it’s
important to reassure your customer about your intent and
uses for their data and your ethos for communicating with
them, for example making various promises to them such as:
We’ll only contact you about things we think are
relevant and of benefit to you.
We promise to value your privacy and treat your
personal data as if it was our own.
All your personal data will be carefully protected.
We won’t share your personal data with anyone else.
We’ll understand if you want to change your mind
in future, so we’ll make it easy for you to do this.
Good copywriting counts: 63% of people read or skim
permission statements, so make sure they are clear and correct.
Organisations are naturally reluctant to test statement variants
in the live environment as it affects future communication
possibilities, in which case doing research is a viable alternative.
Consent means:
“Any freely given, specific, informed and unambiguous indication
of the data subject’s wishes by which he or she, by a statement or
by a clear affirmative action, signifies agreement to the processing
of personal data relating to him or her.”
In practice, this means:
Unbundled
Offer individuals genuine choice and control. It is against the GDPR
to bundle consent for one activity in with consent for others, for
example requiring your customer to accept marketing messages
in order to receive service updates.
Easy to withdraw
Make it easy for people to withdraw consent – tell them how.
Active opt-in
Positive opt-in only – no pre-ticked boxes or other method of
consent by default.
Granular
Clear and specific statement of consent, with granular options
that name any third parties who will rely on it.
No imbalance in the relationship
Separate and uncoerced permission.
Named
Explicitly and clearly name your organisation and any third parties
that will be relying on consent. Do not request opt-in to categories
of third party, no matter how specific.
Documented
Keep evidence of consent – where, when and how you gained it,
and what you told the consentee.
Keep consent under review and refresh as appropriate.
Tell your customer who to write to if they are unhappy with how
their information is being processed (e.g. give the address of your
data protection or privacy officer).

14. 14 The power of the post
Targeted, physical, appreciated
We have already mentioned how
we anticipate mail use will grow
as available email data shrinks.
In fact, it may be the only option available for any organisations
whose email and digital lists aren’t fully compliant. But far
more than that, mail has re-defined and re-earned its place
in the communication toolkit through its unique, stand-out
strengths in a disposable digital world.
Sadly some marketers consider print old fashioned.
But we know it works because it’s:
• TANGIBLE and DISRUPTIVE - physical, stand out and retention
• EXPLANATORY – allow us to convey detailed/complex
information simply
• TARGETED – specific groups of people geographically and
demographically and previous history = personalisation and
individualisation
• INCLUSIVE – working well against the digitally
disadvantaged/disinterested
• ACTION FOCUSSED – generating high quality leads and sales/
behaviour change
Old “junk mail” perceptions don’t hold true anymore. Mail
is now so targeted that it is not only possible to be highly
relevant to each customer, it is ruinous to your ROI to not be.
Indiscriminate mail blasts have instead become associated with
“spam” email, while marketers have become more savvy and
thoughtful about what they print and send.
(Only 1.3 pieces of mail a day, 65% open rates, 17% leads to a
commercial action – JicMail 1/1/18).
The statistics for mail and door drops are impressive.
Reach, engagement, longevity, response, trust and ROI are
all very appealing.
An Post
If targeted correctly, people find mail highly useful. It has
been shown that people notice, study, keep and share printed
communications that drop through their letterbox and,
even amongst consumers who express deep cynicism about
“junk mail”, it still successfully drives response, makes sales
and changes behaviour.
This effectiveness holds true across all demographics. Indeed,
research shows it has particular stand-out for younger people,
who are swamped with digital communications but get little
mail, so report that receiving marketing print makes them
feel special and valued. With mail, your customer can see the
investment you’ve made in them in an often instant, disposable
world. Customers are increasingly visually sophisticated,
surrounded on the street and through their phones with
brilliant design; and mail is a medium that, perhaps more than
any other through its physical properties, has the potential to
look amazing and provide a truly great experience. And you can
always include something of real usefulness and value to them.
A “sit back” medium, allowing consideration and retention,
physical and tangible qualities, with wide creative
opportunities it is certainly worth investing in testing
(targeting, messaging, formats and timing) and making mail
a core part of your marketing mix integrating it with other
channels for exponential results.

15. The power of the post 15
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company is better at doing this than An Post.
Publicity Post gives you:
• Access to 1,651,300 mailing addresses nationwide,
delivered by the postperson
• 270 leaflet delivery zones for you to target nationwide.
Your message can reach as many or as few zones as you
want based on booking a minimum of one complete
delivery zone
• Delivery of your leaflet to hard-to-reach addresses such
as apartments and rural areas
• Delivery of your leaflet with the day’s mail, meaning
your customer is more receptive to your message
• Quality delivery over a 5-7 day period
Access to all An Post’s expertise, from the dedicated direct mail
team to the trained postpeople on the ground.
Boost your sales with the only leaflet marketing service
delivered with the mail
How can I increase sales without increasing my promotional
budgets? It’s the most important question business owners are
asking right now. It’s also the reason why more and more are
turning to leaflet marketing.
A huge advantage of using An Post’s door drop is that your
flyers, leaflets, newsletters and product samples are delivered
with the regular mail by the area’s trusted postperson.
What’s more, it means your sales message is read at a time
when customers are more receptive, allowing you to increase
your impact, your customer base and the most important thing
of all, your sales.
So, to get your message out there and on time, you want a
reliable, cost-effective delivery service which has a proven
track record, an unrivalled address book, and a dedicated
experienced team. Publicity Post has the best letterbox access
in Ireland, whether local or nationwide.
Reach+
An Post recently launched a new mail product called Reach+.
This enables customers to send 2,000 cards or letters at a
discounted rate. With delivery within three working days
customers can access their target audiences using our unique
network.
“In this digital world, the impact of post is more powerful than
ever, and measurable too. Reach+ will make a real difference to
SMEs and larger Irish businesses, and startups too.”
Eibhin Eviston
For more information on each of these services and
details of costs, please contact post.media@anpost.ie

16. For more information on our services,
please contact post.media@anpost.ie or visit anpost.ie