The Surprising Benefits of GDPR

With a dramatic build-up both in the national news and throughout the corridors of offices across the country, GDPR was the topic of conversation amongst marketers for quite some time. Now, having been in place since May 25th of 2018, GDPR has had quite the effect on data protection.

For consumers, GDPR has given greater control over how our data is being used for marketing purposes. For businesses that have become heavily reliant on their data to drum-up business, the thought of saying goodbye to hundreds of potential leads was a cause for concern. Aside from this the work needed to be completed to become fully GDPR compliant left many marketing departments exhausted at the prospect of putting all the processes in place.

Hefty fines were touted as a pre-warning to businesses to take GDPR seriously, however, the benefits to businesses are just as useful as they have been to consumers.

The Benefits of GDPR

Allowing data subjects the “right of erasure”, GDPR struck fear in the hearts of data-reliant organisations. Flipping the coin, the advantages of a post-GDPR world has given greater clarity to marketers about how they should be using data.

  1. Consumer Confidence – GDPR-compliance has become a trusted stamp of approval to customers. With customers increasingly protective of their own data – and rightly so – companies can build greater trust and better relationships with new and existing customers who recognise that their data is being stored and used in compliance with GDPR.
  2. Data Security – Increasingly we hear about devastating cybersecurity breaches that ring alarm bells and can cause massive consequences to the business in question. With a GDPR compliant framework in place, businesses benefit from greater cybersecurity thanks to the regulations regarding the storage and encryption of data.
  3. Cost cutting – Surprisingly for businesses who feared GDPR the most, it has proven to reduce costs associated with now outdated data inventory tools whilst easing the pressure from marketing departments to constantly rely on years-old data.

Ultimately, GDPR forced businesses to organise lists of data they had been building for decades in some cases. Though the thought of erasing these names from their lists was seen as a negative, GDPR simply gave marketing departments the chance to reach out to their new and old customers and ask the simple question – “Do you want to hear from us?”

For those businesses who asked their customers to choose to receive communication from them the two responses, a simple yes or no, were both extremely positive to their organisation. A ‘yes’ gave you permission to continue contacting that consumer. A ‘no’ on the other hand did not. Why waste time and money contacting people that do not want to hear from you?

 

It is the job of marketing professionals to present your company to those interested in your product or services. It is not the job of marketing professionals to simply rely on old data and hope for the best.

Marketing to customers after GDPR

With the above taken into consideration, GDPR presented businesses the opportunity to consider other avenues of communications. GDPR outlines six lawful grounds for data processing:

  • Consent of the data subject.
  • Contractual obligations with the data subject, or to take steps to enter into a contract.
  • Data processing is required under the official authority or public interest.
  • In protection of the vital interests of a data subject
  • Under legal obligations
  • Under legitimate interests by the controller.

It is a legitimate interest that has presented an opportunity for direct mail as the ‘consent’ is different here than for other communication methods. Though statistics are showing that direct mail spending has fallen since GDPR’s implementation, it is widely expected that these figures will grow again as GDPR further settles.

Direct mail is an effective tool for reaching new clients. Marketing departments are starting to realise the power of the personal touch and the effectiveness of direct mail. In a digital world, a personal touch goes a long way towards building a strong business to consumer relationships.

Embracing GDPR

Organisations are beginning to understand that GDPR is better, and 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 to and concentrate their resources on utilising the most effective marketing communication methods to develop their business interests.

Mailing Expert help businesses target a chosen demographic with personalised direct marketing campaigns. Our team can provide guidance on your data and assist in targeting those under legitimate interest.

Merry Christmas Sign

Christmas Posting Dates 2018 with Mailing Expert

With Christmas just around the corner, it’s important to make sure that any mail is sent out on schedule to ensure you meet your desired delivery times.

UK Posting Services (including Advertising, Business and Publishing Mail) 

Economy Mail – Friday 14th December

2nd Class – Tuesday 18th December

1st Class – Thursday 20th December

 

Still looking for the perfect Christmas Cards to send to you family, friends or clients?
Give us a call on 01825 983 033 or have a look at our print and design or postage discount services to
see how we can help create your perfect Christmas message.

What is the ePrivacy Regulation

What is the ePrivacy Regulation

PECR is being replaced next year with another new piece of European legislation is making its way through the legislative process which will be of significant interest to those who engage in electronic/ digital marketing.  The ePR 2018, or to give it its full name, the Regulation on Privacy and Electronic Communications (also known as ePrivacy) is a regulation drafted by the EU Commission which will repeal the current Privacy and Electronic Communications Regulations 2003 (as amended) and is aimed at ‘modernising’ the law in light of technological advances and the growth of new data sharing platforms.

This acknowledgment of technology advancement was also a driver for the creation of the General Data Protection Regulations (GDPR) which became law on the 25th May 2018. The ePrivacy Directive and the GDPR (General Data Protection Regulation) share many characteristics such as their geographical reach.

Nowadays, most companies’ marketing plans run over multiple channels, and obviously it has been important to understand how the GDPR has influenced the more traditional direct marketing campaigns such as postal, and impacted on the current Privacy and Electronic Communications Regulations (PECR) governing email, internet, and cookie consent. For many, it appeared that the decision as to whether to move to a fully consent based strategy or rely on a legitimate interest basis was full of forebodings. Having passed through that interesting phase, it is now time to consider what the ePrivacy regulation has in store for companies utilizing marketing techniques using all things electronic at the point of touch, telephone calling, internet, and email.

When is the ePrivacy Regulation going to change?

The ePrivacy directive should have been passed into law on the 25th May 2018, but such was the controversy created by proposed changes in relation to direct email marketing and the use of internet cookies, its pace through the legislative process became glacial. The Direct Marketing Association began to lobby the European Commission, opposing the changes, particularly those to the issue of consent and legitimate interest, the focus of this article.  In July 2018, the Presidency of the EU commission released some suggested amendments to the draft legislation and whilst some of the proposed constraints around internet cookies have been removed, Article 16, which deals with unsolicited electronic communications, has not (see below).

What will the ePrivacy Regulation change?
Currently, under GDPR, you can use legitimate interests as a basis for processing data for marketing purposes, provided PECR doesn’t require you to obtain consent. Under PECR, consent (that is freely given, specific, informed and unambiguous) is required to conduct direct, electronic marketing to individual subscribers, sole trader and some partnerships. However, you can use the ‘soft opt-in’ in clause if you have obtained the contact details in the course of a sale (or negotiations for a sale) of a product or service to that person and you are only marketing your own similar products or services. You must have given the person a simple opportunity to refuse or opt out of the marketing, both when you first collected the details and in every message after that. This obviates the need for obtaining consent.  Having taken all that in, if you are a not-for-profit, charity or political party, this isn’t available to you.

The use of internet cookies provides rich information for marketers, especially in the ability to analyse patterns of browsing and buying behavior. The requirement for consent to drop cookies onto end user’s equipment has been a requirement under PECR for some years and has created what is now the ubiquitous consent ‘banner’.  The new ePR has an ambition to provide consent at a browser level rather than a web page level, giving users the opportunity to reject cookies by default. It remains how technically feasible this could be, but could herald the end of the tiresome banner! More positively, rumour has it those analytical cookies such as that used by Google, could be included in the small select list of cookies that do not require consent.

Article 16 of the draft ePR causes some concern in relation to what it doesn’t say, more than what it does.  The requirements of this article focus on the requirement for consent to be obtained in order to use electronic communication services to send direct marketing communications (remember we are talking email) to end users who are natural persons. The soft opt in still stays as described above however, there is still ambiguity about the position with B2B marketing, including the emailing of individuals with corporate email addresses. The issue as to whether or not consent is required for B2B marketing to end users who are legal persons and individuals with corporate email addresses requires clarification, or we risk a return to the pre May 2018 muddle.

The effects of ePrivacy on Direct Marketing

The GDPR creates a new global landscape for data privacy and underpins the ePR ‘bolt on’ which means both need careful attention, especially when engaging in multi-marketing communications.  Globalisation of data privacy regulation comes with much more informed and aware consumers who are readier to probe and challenge the use and misuse of their data. Let’s not forget that the consumer was a real driving force behind the GDPR with as many as 90% in polls wanting more control over the use of their personal information.

Marketer’s need to accept and face the challenges of engaging with empowered consumers and build trust in their brand. This is an opportunity to revisit the data collected, focus in on what preferences the consumer has, build high quality email databases and segment more effectively. Importantly, to create relevancy for the consumer.

The new ePrivacy Regulation regulates electronic direct marketing and so has no bearing on direct postal marketing.  However, the GDPR must be considered as data used for postal mailing purposes must be processed in accordance with those particular regulations. Importantly though, the use of ‘legitimate interest’ as the basis to conduct direct marketing is hard coded into recital 47 of the GDPR.  Although the legitimate interest assessment and right to object to marketing considerations still exist, getting to grips with one set of rules instead of two will be a welcome relief to many marketing departments.

Mailing Expert is here to help

Whatever the final implications of the proposed ePrivacy Regulation, Mailing Expert will be here to help you stay in contact with existing customers and reach out to new ones. Whatever your direct mailing requirements, get in touch with Mailing Expert or give us a call on 01825 983 033.

This article was written with the expert guidance of Derek Mann MSyI (Dip), CMgr, FCMI

Derek is a Registered Independent Security Consultant and holds a Diploma in Security Management and is a GDPR practitioner. He has a significant background in risk and security management obtained in a law enforcement and private sector context.  As a Director of Compliance and Privacy Solutions Ltd, (www.caps-ltd.co.uk) he provides a range of pragmatic and proportionate data privacy consultancy solutions to SME’s, including offering Data Protection Officer services, compliance support packages and training.

How to Get the Best Value from your Postage

Businesses looking to target their customers often wonder if the value of a direct mail campaign is still worthwhile in today’s online-focused market. A strategically targeted and professional direct mail service can still produce a good return
on investment.

Direct mail campaigns can be approached from several different angles dependent on the type of service or product you are selling. Businesses have a variety of mailing services available to get the most from their direct mail marketing, including:

 

  • Brand Growth & Promotions

  • Product Offers & Sales

  • POS Brochures & Inserts

  • Business Cards

  • Postcards

  • Newsletters

 

Royal Mail Postage Discounts – Direct Mail Marketing Services

When assessing the validity of a direct mail campaign it is imperative to recognise that there is a wide range of discounted postal services in the UK. Professional mailing experts successfully help businesses reduce the cost of important direct mail
campaigns by providing access to discounted mailing services and advice on how to maximise the return on investment.

Combining these discounts with full-service assistance in managing and implementing direct mail campaigns, a direct mail marketing campaign should combine various aspects that come together to form the final customer-ready product. From creative Print & Design teams providing the marketing materials required for your mail campaign to Database Cleansing service that saves you money by maintaining an up-to-date targeted database – ensuring money isn’t wasted targeting incorrect data.

Direct mail postage discounts are available for small, medium, and large direct mail campaigns. We have access to a range of discounted postal services for nationwide and international postage delivery.

Personalised Direct Mail Campaigns – Are They Worth It?

If you are considering a direct mail advertising campaign, ensure your finished product is produced professionally and on-brand. Often marketing materials for a variety of businesses looking to communicate directly and personally with their client base and customer are not tailored specifically to the needs of their campaign. Our direct mail marketing services take the hassle out of implementing a successful direct mail advertising campaign by providing everything needed to get the most out of print and mail advertising.

Today’s fast-moving media landscape makes brand communication more competitive than it has ever been before. The variety of options available to contact your customer gives busy marketing departments the challenge of figuring out which option is going to be the most successful. At the heart of all of these different communications and advertising, platforms remain direct mail.

The Royal Mail went a step further by researching the effect of direct mail services on its customer;

“We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat.”

Direct mail services still impact and affect consumers in a big way while producing a fantastic return on investment. Their research project, The Private Life of Mail, found several interesting and important facts about the validity of direct mail services.

 

  • 39% of research participants have a place to display their mail in their home. This not only increases the chances of ensuring your mail is digested by the customer but also makes it visible to everyone in the household.

  • Mail is shared between friends and family. On average 23% of mail is shared between people in a household while 21% of the promotional material and special offers are passed between household members also. This instinct to share direct mail
    reinforces the crucial importance of distributing a professionally designed and printed mailer.

  • Emotional marketing impacts. 57% of participants claimed to feel more valued by receiving mail. Companies can benefit from this emotional response by using direct mail marketing services to bridge the gap between their brand and the consumer.

It’s clear to see that personalised direct mail campaigns are very much still worth it. Direct mail in the UK is not seen or treated as junk and is often met with much more interaction among household members than any of the various emails constantly
received throughout the day.

 

Millennials and Direct Mail – Do Millennials Respond to Direct Marketing Services?

With digital platforms quickly adopted by millennial and younger generations, it would be easy for a company with a younger demographic to brush-off the effectiveness of direct mail. Interestingly, research also suggests that millennials actually respond better to direct mail with only 15% ignoring their mail.

The younger generation represents a powerful and emerging demographic of consumers looking to connect with brands. Direct mail services in the UK are one of the most effective forms of doing this by distancing your company from the constant stream of digital ads and media-noise this generation is exposed to online every day.

Budget Direct Mail Services – How Much is Direct Mail Marketing?

successful direct marketing campaign should expect to receive purchase orders between 4% – 6% of the contacted data. Postage marketing experts tailor services around your budget and with our response management team assist you in fulfilling the response from your customers.

Each UK direct mail marketing campaign service recognises the budget and size of each campaign. Our direct mailing experts help campaigns of all businesses maximise the impact and success of their direct marketing campaign.

Mailing Expert – Make a Big Impact with your Marketing Campaigns

Make a big impact with your next marketing campaign by contacting Mailing Expert’s today to discuss how our mail agency and direct mail services will drive growth, increase brand loyalty and awareness, and boost your marketing budget’s return on investment. Our diverse team successfully implements advertising campaigns for various clients looking to benefit from the emotional connection that printed mail creates between them and their customer. With our direct mail printing services, we can also provide a range of professionally designed business cards, signage, and letterheads.

Tailoring personalised marketing materials and information is the key to planning a successful direct mail marketing campaign. Here at Mailing Expert, we can help create the best physical mail marketing materials for a range of services.

You can also explore our range of bulk postage discounts to save even more money on your next postage marketing campaign. We can advise you on saving money on multiple marketing campaigns targeting segmented databases, helping your busy marketing department save time, effort, and money. Contact a member of our team today to find out more.

 

If you were ever in doubt about the efficiency of Direct Mail…

It’s easy to think, in this digital age, that everyone is turning to emails or other electronic means to pass on information about products and services, or to alert clients to noteworthy deals and events. It’s also tempting to speculate that marketing departments are casting letters aside in favour of cutting-edge technology.

It’s time to think that, then think again—and we have the statistics to prove it! The Advertising Association and the World Advertising Research Centre (WARC), global authorities on advertising and media effectiveness, and providing definitive reports about advertising activity in the UK, have published their latest research.

Direct Mail is growing in popularity

It’s official! In 2017, spending on direct mail went up by 5.9% from the same period in 2016. That’s the best news in this sector since 2011.

Direct Mail also retained its place as the third most popular advertising medium in 2017. Across the UK, a massive £2bn has been spent on direct mailing, with the total spending on advertising being £5.5bn. No doubt you’re wondering which marketing platforms beat it into third place. Have a guess! Answers at the end of this blog.[i] Were you right?

Cost effective

Advertising, including direct mailing, is a vital part of UK business, driving growth and boosting prosperity for small companies right through to multinationals. Now here’s another statistic: The right Advertising generates more than six pounds for every pound spent. That’s something to consider when setting a company budget. Here at Mailing Expert, we’re ready and able to help you with your campaigns, especially direct mailing.

What about GDPR?

Yes, the 25th of May, 2018 is upon us very soon, and the greatly anticipated General Data Protection Regulation (GDPR) will arrive in the UK. This is good news for mailing by post. The Information Commissioner’s Office says this, in its FAQ section: ‘You won’t need consent for postal marketing…you can rely on legitimate interests for marketing activities if you can show how you use people’s data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object.’ And, everyone loves a letter!

How about a Direct Mail campaign then?

In the last few months, we’ve had an increase in enquiries, and we’re working with customers, old & new; on some great new campaigns. Don’t be left behind! Contact us today on 01825 983033 or email us on info@mailingexpert.co.uk

Mailing Expert

 

[i] In first place, the internet; second place, TV.

GDPR and its impact on print and direct mailing

Get in Touch

At risk of sounding like a scratched record…General Data Protection Regulation (GDPR) comes into force on May 25th, 2018. At time of writing, that’s a mere 14 weeks away. It sets out to harmonise data protection laws across Europe and give citizens better control of their personal data, as well as imposing stringent rules on those who host and process this data anywhere in the world. The key principles are the rights of data subjects, security of personal data, lawfulness and consent, and accountability of compliance

There’s no shortage of information about how GDPR will affect companies with online databases, and the need for consent for telephone calls, emails and texts, for example, but what about postal marketing? How is that affected? Or is it affected at all?

Unravelling legitimate interest

In the Information Commissioner’s Office (ICO) explanatory material it states, ‘processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest,’ which could be read as, ‘carry on as before.’ Please note, in the first instance, that’s it’s talking about the processing of personal data, not the physical act of sending out a mailing through the post.  So where does this ‘legitimate interest’ apply?

In a nutshell, legitimate interest is defined as the use of people’s data in ways they might reasonably expect, which will have minimal impact on their privacy.  It involves a balancing act between the business interests of the organisation and the rights and freedoms of the individual. It’s important for you as a company to identify and document why you are processing personal data based on your legitimate interests, so you can show that it’s been carried out fairly and lawfully.

Compliance with the legislation for processing data for direct marketing still doesn’t necessarily mean that you’re free to send out material by post with no restrictions.

Sending direct mailing

In most cases, this requires you to:

  • Collect, store, process and share the personal data required for the mailing (names, addresses etc.) within GPPR legislation
  • Seek consent

But what if obtaining consent isn’t possible or practical? Where do you stand then? This is where legitimate interest could come in and it’s particularly relevant to charities (but not exclusively.) What if a charity wants to send out a mailshot to existing supporters informing them of upcoming events or updating them about successful projects? Here, it can reasonably be claimed that it’s in the interest of the recipients to receive the information and it doesn’t compromise their data privacy either.

As the ICO states, in answer to a recent question about mailing on behalf of charities without explicit consent (and, again, note that it will apply more generally too): ‘You can rely on legitimate interests for marketing activities if you can show how you use people’s data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object.’

SO, good news for the print and direct marketing sectors!

We all know how effective direct mail can be. You can make plans for your direct mailing initiatives without panicking about explicit consent, as long as your data processing meets the GDPR regulations and you can demonstrate the potential benefits to the end consumer. We’re ready and waiting for your call. We’re here to help, contact us on 01825 983033 or email us on info@mailingexpert.co.uk

Contact Us

 

Mailing Expert

 

How to Minimise Environmental Impact of Direct Mail Plastic

My goodness, it’s all over the news at the moment, isn’t it? And rightly so—how humans use so much plastic that our beloved planet is being trashed. It’s easy to fall into the trap of thinking, ‘What’s the point of trying to limit use of plastics? Little old me can’t make a difference to such an immense global problem.’ Here at Mailing Expert, we’re firm believers in doing what we can to protect the environment. There’s that famous quote, sometimes attributed to the Dalai Lama, but most likely an African proverb: ‘If you think you’re too small to make a difference, try sleeping with a mosquito!’

So, here are our mosquito bites into the flesh of unnecessary plastic use:

Direct mailing and Plastic Wrapping

Polythene wrapping mailed items is popular, especially for brochures and magazines, helping to protect products from water damage and wear and tear.  However, smaller items can be mailed plastic free, so think about using postcards, paper envelopes and one-piece mailers for your marketing; be creative and standout from the crowd.

Using “good” Alternatives

  • There are recyclable, bio, oxo-degradable, compostable and photodegradable plastics available for mailing envelopes and bags.
  • Shrink plastic film which breaks down is available, but it’s NOT truly biodegradable (yet), even if advertised as such. It is ‘degradable’—because the molecular structure doesn’t change, or, if it does, it will take decades. The best thing to do here is minimise the thickness of the film you use. (It’s worth noting here, that weight-for-weight, paper uses 100% more power in its production than plastic, so it too has an environmental impact)
  • For packaging, there’s shredded cardboard and paper, and material made from corn or potato starch. There is also biodegradable bubble wrap, with a special additive that means it only lasts for 1-2 years in landfill before being absorbed into the ground as a harmless residue.

We can offer all of these alternatives to our clients. These are great products although they do have a shorter shelf life, since they start to degrade as soon as they’re in contact with light and/or oxygen, and come at a higher cost.

We always use suppliers with excellent environmental standards

Here’s a quote from one of them: We implement a strict environmental policy which ensures that we exercise proper control over our activities, to discourage environmentally damaging and wasteful practices. As a minimum, we comply with all requirements of legislation and are always striving to achieve ever improved standards.’

This is what we look for in any company whose products we use for direct mailing, as well as adhering to very high standards ourselves.

We recycle!

Even if some plastics aren’t waste-friendly, they can be reprocessed into a form which means they can be used again for other applications which require lower grade material, such as refuse bags, fertiliser sacks, chairs, benches, tables and pallets. For this reason, we sort and recycle our plastic waste.  It’s about giving things we do a little thought. So we only use soap bars in our loos and not those dispensers (the tops are very difficult to recycle).

Why not join us?

Richard Rogers, the British architect, once said, ‘The only way forward, if we are going to improve the quality of the environment, is to get everybody involved.’

How about it?

Mailing Expert

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

 

Being Ahead of the Direct Mailing Game in the New Year

After a few glasses of good cheer and a rowdy chorus of Auld Lang Syne, New Year’s resolutions made at midnight on December 31st are almost bound to fail. Statistic show that only 8% of these resolutions are kept for more than a few days, and, as we all know, statistics are always 100% right…

NOW is a better time to be planning for next year so that we can all start January 2018 with a bang and not a whimper—especially bearing in mind that it’s only going to be a few short months until May 25th, the day that GDPR swings into action.

Certainly, for us here at Mailing Expert, our resolutions list always has this at the top: helping even more customers get the best possible results from their direct marketing. We’re keen to talk to anyone who’s interested in planning ahead, both long-standing clients, and brand new ones for whom 2018 heralds a first venture into the delights of DM.

Here are some things which could go on your list:

GDPR prepared?

How is your GDPR strategy progressing, to make sure your company will be compliant by May 25th, meeting the new law’s strict data protection principles? A case of, ‘Don’t, for goodness’ sake, leave this until the last minute!’ While it’s a straightforward process, clearly denoted in the legislation, it takes time to organise more comprehensive privacy notices, to enact the rules on obtaining consent and so on.

Clear about ROI?

There are a number of forms of direct mailing and it’s important to know which method provides better monetary value when targeting a certain demographic. Implementing up-to-date analytics tools would be a great way to start this process, so that in 2018 you will know how and where to invest your marketing budget. Segmentation—discarding the one-size-fits-all approach and pinpointing the best way to reach individual customers—will help to optimise your returns in the coming year.

Consistency across platforms

In this cyber-enabled era, people may use many ways to access information about your products and services. It’s crucial to ensure that the brand experience is consistent on a mobile phone, a tablet or PC, in emails and in flyers, letters and brochures for direct mailing. Is your messaging and imagery cohesive?

What about those competitors?

While your main focus should be on creating a unique, personalised appeal in your direct mailing campaigns, it’s still useful to analyse what your competitors are doing. This could determine if there’s a new opportunity for you to seize which will help you to achieve your marketing and sales objectives for 2018.

And finally, …rest and be thankful.

If you are taking a few days off over Christmas and the New Year, make the most of it. Reflect on your achievements in the past year and gear yourself up for new challenges in 2018. If you’ve taken time to plan ahead, you’ll be able to enjoy yourselves, secure in the knowledge that when you’re back at work, everything’s set up for a smooth transition into another busy and, we hope, successful year.

 

Mailing Expert

Christmas Last Posting Dates 2017

We are ready for Christmas 2017, are you?? (Find our updates 2018 posting dates here).

Christmas will soon be here; and we at Mailing Expert understand that
sending out your mail on schedule can be crucial to your business.
To help in this see below for this year’s last posting dates
(P.S. If you need any help with your Cards, Brochures or Calendars just give us a call!!)

UK Services (Including Advertising, Business and Publishing Mail)

Thursday 17th December Economy Mail
Tuesday 19th December 2nd Class Mail
Wednesday 20th December 1st Class Mail

Also not forgetting your international family, friends and clients….

International Standard (formally Airmail)

Wednesday 6th December
Asia, Cyprus, Far East and Eastern Europe
(Excluding; Poland, Czech Republic and Slovakia)

Thursday 7th December
Caribbean, Central and South America

Saturday 9th December
Greece, Australia and New Zealand

Wednesday 13th December
Czech Republic, Germany, Italy and Poland

Thursday 14th December
Canada, Finland, Sweden and USA

Friday 15th December
Austria, Denmark, Iceland, Netherlands, Norway,
Slovakia, Switzerland, Portugal and Spain

Saturday 16th December
Belgium, France, Luxembourg, and Ireland

Still looking for the perfect Christmas Cards to send to you family, friends or clients?
Give us a call on 01825 983 033 or have a look at our website to
see how we can add value to your seasonal marketing.

Christmas Post