A QUARTER OF MARKETERS FEEL THAT THE NEW EUROPEAN DATA PROTECTION RULES HAVE ACTUALLY HELPED THEM SERVE CUSTOMERS BETTER
We have now passed the one year anniversary since the European Union’s General Data Protection Regulation (GDPR) came into effect on 25 May 2018.
WHAT HAVE WE LEARNED OVER THE LAST YEAR?
According to the latest research from the Direct Marketing Association (DMA) ‘Data privacy – An industry perspective’ the impact may not have been as dramatic as many envisaged.
- 52% of marketers thought GDPR had not had an impact on their ability to meet consumers’ demands
- 26% would go further and agree that the regulation has actually helped them to serve customers better
- The proportion of marketers who feel the benefits of GDPR outweigh the costs has also doubled from 16%, prior to May 25th 2018, to 32% in the most recent study.
BENEFITS OF GDPR
For individuals, GDPR has given greater control over how our data is being used for marketing purposes, and provides the following rights for individuals:
- The right to be informed
- The right of access
- The right to rectification
- The right to erasure
- The right to restrict processing
- The right to data portability
- The right to object
- Rights in relation to automated decision making and profiling.
The right to erasure and access to data held, has really given the individual greater power and management of their own data.
Although the thought of erasing names from lists was initially met with apprehensible by marketeers, GDPR simply gave marketing departments the opportunity to communicate with new and old customers alike and ask the simple question – “Do you want to hear from us? ”
NEW OPPORTUNITIES FOR DIRECT MAIL IN A POST GDPR WORLD
Remember that it is ‘legitimate interest’ that has presented an opportunity for direct mail as the issue of ‘consent’ is different here – compared with other communication channels.
- Statistics are showing that direct mail spend has fallen since GDPR, but it is widely expected that investment will grow again as the impact of GDPR settles further.
- Direct mail is a proven effective tool for reaching new customers and marketing departments are rediscovering the power of the ‘personal touch’ and the cost effectiveness of direct mail.
This optimism is picked up by Chris Combermale, DMA Group Chief Executive who said; “GDPR is the gold standard of data protection laws and so it is encouraging to see marketers becoming increasingly optimistic about the benefits of it. Marketers who intend to build sustainable relationships with consumers based on the principles of GDPR, honesty and transparency will reap the rewards.”
AN OPTIMISTIC FUTURE WITH GDPR Organisations are also beginning to understand that GDPR is more than just an obligation. With GDPR, businesses can streamline their marketing activities, ensure they are communicating with only those that wish to be communicated with, and concentrate their resources on utilising the most effective marketing communication methods.
Returning to the DMA report, there is also positive news as marketers believe their businesses will experience long-term benefits from GDPR, with the number who state it will negatively impact their organisation falling from 56% in the previous survey to 41% since the law came into force.
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