Happy New GDPR Year!

Maybe the mere mention of GDPR at the beginning of January, when you’ve just got back into work after a festive couple of weeks is something you think you need like a hole in the head. Maybe this wasn’t top of your New Year’s Resolutions list—Make sure we are GDPR compliant before 25th May.

However, the thing to remember is that this new law is for our benefit and the benefit of all our clients, customers and associates. It promises enhanced rights for citizens, greater transparency and increased accountability. How can anyone say that’s not a good thing?

Another thing to remember is that if you’ve kept your data protection up to speed in recent years, the changes you’ll have to make aren’t that massive anyway.

Bust those GDPR myths…

There’s a whole lot of information out there, and misinformation—some of which is a result of several revisions of GDPR, so that some legislation, originally proposed, has not been ratified and will not apply. Here are five of the most common myths which are doing the rounds—entertaining to read about, but not true, or at least, reality heavily embroidered for effect.

Myth # 1 – Massive fines will ensue if your company isn’t compliant

The fact of the matter is that fines could be bigger—£17 million or 4% of turnover is the new maximum—but according to the Information Commissioner’s Office (ICO), this will not become the norm. Minor infringements in the early stages of implementation will not be stamped on and the ICO’s commitment is to guidance and education rather than punishment. ‘Issuing fines has always been, and will continue to be, a last resort,’ says Elizabeth Denham, UK Information Commissioner. While there is no intention of allowing breaches to pass by unnoticed, there are warnings, reprimands and corrective orders in the ICO toolbox before they bring out the mighty sledgehammer of punitive fines.

Myth # 2 – Now that Brexit is going ahead, GDPR rules won’t apply to the UK

Apparently 1 in 4 UK businesses have stopped preparing for GDPR compliance, thinking it won’t apply to them if and when the UK leaves the EU, which is forecast to happen in March 2019. Well, for a start, GDPR enforcement begins 10 months before Brexit is predicted to happen. In addition, the government has issued a statement of intent to instigate a new Data Protection Bill, which will implement GDPR in full.

Myth # 3 – Our company is based in America so GDPR doesn’t count

But…do you offer goods and services to companies or individuals in the UK and the whole of the EU —either resident or visitor—or anyone from Britain or the EU living in a non-EU country? Many companies from across the globe may have offices overseas. If you have to process data from UK/EU citizens or visitors to Europe, including the UK, then, yes, GDPR applies to you.

Myth # 4 – My company data is stored with a cloud service provider, so it’s their responsibility to be compliant, not mine

Wrong – for the most part. You have a high duty of care to anyone for whom you store personal data and, to that end, it’s your responsibility to choose a reputable service provider to hold that sensitive information. You will be held responsible for GDPR compliance relating to your database – though service providers must comply with GDPR requirements too.

Myth # 5 – GDPR doesn’t apply in retrospect, so personal data we already have on our database isn’t subject to GDPR rules.

GDPR rules will apply regardless of when you collected the data—as long as that data is associated with a living person who was in the UK or the EU at the time. As an example, if you have contact information from prospective customers (B2C or B2B) gathered before 25th May 2018, this data must be compliant with GDPR.

Conclusion

Don’t believe everything you read in the media! And always err on the side of caution when it comes to data compliance. Remember that’s both B2C and B2B. If you are struggling with the finer details, at Mailing Expert we’ll be happy to talk you through them.

 

Mailing Expert

GDPR – sorting the fact from the fiction

 

Time to Spring Clean your Data?

For any direct marketing campaign you need data – people’s names and contact details – and for an effective, cost-effective initiative, the data you use must be accurate.

Out-of-date data – does it matter that much?

A great big YES in answer to that question, for a number of (quite obvious) reasons:

Using inaccurate contact details, you may:

·        Waste your time and money

·        Miss important potential clients

·        Damage your company’s reputation

·        Breach compliance with the Data Protection Act (soon to be GDPR)

·        Annoy people for whom the mailing is irrelevant

·        Distress relatives of the bereaved

Some facts about data decay

Just because you’ve lived in the same house for the last 15 years and your place of work has been at the same address since the beginning of time, it doesn’t mean that everyone else is in the same position.

According to research,[1] each year around 13% of people in the UK will move home; 300,000 will marry or have a civil ceremony, meaning they may change their surname; 600,000 will die; 200,000 will emigrate and hundreds of thousands may move to the UK.

Every year, the Royal Mail has to make about 1.25 million address changes to its Postcode Address File (PAF) – that’s more than 3000 a week. The PAF gives us access to over 29 million residential and business addresses (at the last count.)

It’s said that if you communicate with someone, there’s an alarming 20% chance that their contact information will change in some way within 30 days, and, in 5 years, if you do nothing to clean your data, you may have nothing relevant left at all in your database.

When was the last time you cleaned your data, or had it cleaned?

How we can help at Mailing Expert

We can offer you a full range of data cleaning services – which doesn’t ever involve the use of spray polish or feather dusters, by the way!

Or we can offer an audit, which determines what you need. We can hone and refine the data you wish to use for a marketing campaign to get it in the best possible shape to maximise its value. Here’s what we’d recommend:

1.     Screen against the PAF database

2.     De-duplicate – removing any records which are essentially the same

3.     ‘Goneaway’ (people who’ve moved) and bereavement screening

4.     Check against the Mailing Preference Services register – people who’ve said they don’t want to receive mailings.

Doing this will make sure you make the most of savings available of postage as well as reducing the impact of negative publicity arising from incorrectly sent mail.

Contact us for a chat on 01825 983033 or info@mailingexpert.co.uk about your data needs.

 

Mailing Expert

[1] Mycustomer.com

How To Run A Successful Direct Mail Campaign

Long live Direct Mail!

No – Direct Mail hasn’t been superseded by email and telephone campaigns or posting on social media. A range of approaches widens your scope ; Direct Mail may reach the audience that other campaigns cannot reach. Sending out personalised mail to your customers or prospective customers and followed up with digital marketing can be a match made in marketing heaven.

Yes – Direct Marketing obviously costs something for design, print and distribution at the very least, so in order for it to be cost-effective it is crucial, absolutely crucial, that each campaign is carefully thought out to gain the maximum benefit for your company.

The 40/40/20 rule?

That old chestnut… it dates back to the 1960s, doesn’t it? Out of date, surely? But stop your inward groaning and take a look. It’s been shown, over time, that it makes sense. It still makes sense. Almost.

The rule says that 40% of the success of your campaign depends on your list selection, 40% on the offer that you communicate and only 20% on the creative aspect, the design of your flyer, postcard or letter. But surely, somewhere in those figures should be timing – it’s vital to send out your mailing at the optimum time. Let’s change those percentages to 30/30/20/20.

30% list selection – we can help

If you’re approaching current customers then, of course, you’ll already have a list – but make sure it’s up-to-date with the correct addresses and names of contact people. It really makes your company look slapdash if you get that wrong.

If you’re looking beyond your regular audience then constructing a database is extraordinarily time-consuming and buying lists online can be dodgy. At Mailing Expert, tell us the profile you have determined for your new prospects and we’ll be able to provide you with a carefully tailored, clean list so you won’t waste time or money approaching the wrong people – or people who don’t even exist!

30% offer – it’s up to you

Quite honestly, once your mailing is opened, your customer or prospect will be thinking, ‘So how does this benefit ME?’ Blabbing on about how great your company is simply won’t do (even though your company IS great!) You could offer a discount, a free gift or service, an ebook to download… It’s up to you to decide a) what you want your prospect to do, having read your communication, so you need a clear call to action, and b) what reward will they get for doing it?

20% creative – we can help

It IS important to get this right. It has to be compelling to engage attention – so we could help with size, design, copywriting, colours, images and top-class printing services. Choose the right medium for your message – should it be a postcard, a flyer, a greetings card or a letter? You don’t want your material to be mistaken for a piece of junk mail so make it look unique and classy.

20% timing – and follow-up

For time-sensitive campaigns, it goes without saying that your recipients must have enough time to receive the mail, make a decision and take advantage of your offer.

In general, Tuesdays, Wednesdays and Thursdays are the very best days for your mail to arrive. Monday there is always a pile of stuff. On Friday, most people are winding down for the weekend ahead.

There are other aspects of time to consider too:

  • Industry peak times – people will be too busy to bother with mail so get it there beforehand
  • Seasons – does your product or service appeal to a certain sector at a specific time?
  • Theme weeks – if it’s not ‘Jam Doughnut Week’ it’s ‘Let’s Go To Work In Pyjamas Day’ – so could you target one of these?
  • Exhibitions – every sector has events and exhibitions – so find out when!
  • Current Affairs – what’s happening in the world? Could it be relevant?

The importance of follow-up is never to be underestimated. What’s the point of piquing someone’s interest with a carefully constructed communication then not doing anything else? A wasted opportunity and destruction of the initial interest you spent time and money trying to build.

So there’s the Mailing Expert Rule, hot off the press: 30/30/20/20

 

Mailing Expert

Are Your Mailing Lists like that First Pancake?

Are your mailing lists like that first pancake you try your best to cook? By this we mean shapeless, full of holes and only fit for chucking in the bin. Mailing Expert is here to help you to achieve perfection with mailing lists – and we’re pretty good at pancakes too!

Mailing lists serve a purpose – just like pancakes…Pancake Fail

Originally, pancakes were created as a way of using up all the leftover food before the season of Lent begins, when it was hoped that everybody would fast, or at least be abstemious. Mailing lists were created not as a means TO fast but TO BE fast! That’s to say, when your company has a marketing campaign, having a mailing list is a super-efficient way of getting your message out to the right people, whether it’s by direct mailing by post or virtually by email.

…but they’ve got to be good

Nothing worse than a crêpe pancake! (See what we did there?) Actually, there IS something worse, and that’s a mailing list which has duplicate addresses, contains out-of-date information, is not targeted at the right demographic profile…you get the picture?

Fascinating statistics

In Britain, we use an astounding 52 million eggs on Pancake Day which is 22 million more than on a usual day. And, if you employ our services here at Mailing Expert, we’ll be able to provide you with equally fascinating information using the responses to your mailing, issuing a fully-formatted data file which shows the results of your campaign. This will highlight trends and patterns, allowing you to hone and refine your approach so you’re even more successful next time around.

Mailing Expert is flippin’ marvellous!

Just like the best of all pancakes that you want to try again and again, we’re brilliant at mailing lists. We can provide high quality integrity-checked prospect data targeted to your exact requirements – and that includes phone lists too, not just mailing addresses – from a staggering 4 million business locations and nearly every UK household.

We can ensure we don’t duplicate anything on your existing lists, we can append telephone numbers so you can make follow-up calls once you’ve mailed out. It’s as crucial to have a clean database as it is to have a clean frying pan when you’re making pancakes!

Top Testimonials

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Lemon & Sugar Pancake. Yum!

Britain’s favourite pancake, a YouGov survey shows, has the traditional lemon and sugar topping.
When it comes to mailing lists, Talkmarketing, the telemarketing, telesales and cold-calling company, based in St. Leonards-on-Sea, favours Mailing Expert:

“The key to a successful telemarketing campaign is in the data. Katie and I work extremely well together because I get all this information from my client and then Katie inputs all that information into her data system and voila we then have targeted data.

Mailing Expert are thorough, they cleanse their data regularly and work with associate companies who have high and expert cleansing processes.

Data purchased is always run through the TPS ‘Telephone Preference Service’ so all the legalities are in place.”

Mailing Expert – as popular as lemon and sugar-topped pancakes!

 

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