Whilst GDPR is good news for customers, it is forcing some changes on marketers. Marketing choices need to be reviewed and postal mailing can offer a significant option to email, telephone and SMS marketing. Challenges involved in gaining consent to GDPR standards means in some cases the only way to contact some customers is by post. 
You don’t need consent for postal mailings provided you follow the ‘legitimate interests’ conditions correctly. As postal mail is not in scope of Privacy and Electronic Communications Regulation (PECR) or the proposed e-Privacy Regulation, brands have fewer regulatory unknowns when contacting customers by postal services in comparison to electronic channels. 
The US Data & Marketing Association Response Rate Report 2017 stated ‘Mail offers higher response rates than email’. Consumers recognise that mail takes more effort than email so when it’s used it reassures them that companies recognise and value them. 
Tagged as: GDPR
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