Life after GDPR

Now the dust has settled on GDPR, it's important we don't the reasons it was introduced in the first place, but it hasn't put the speculated end to direct marketing.

The build up to GDPR caused a great amount of panic and speculation. But, like the new Millennium when we awoke on 1st January 2000 and realised that the world hadn't ended, life after 25th May 2018 does carry on as normal

At KJS We Are Direct Mail, we've always taken data security for seriously, it's fundamental to our business and why we’re ISO 27001 certified:

  • The International Standard for Information Security
  • Covers People, Processes and Technology
  • Applies to all areas of our business, from operations & strategy to company culture
  • We review our ISMS twice a year, plus, we’re externally audited annually
  • ISO 27001 Certificate no. GB 21866

By operating to ISO 27001 standards meant we already had many of the systems and processes in place to meet the new GDPR regulations so our clients already had complete peace of mind that we handle data with the upmost security.

But as we all know, storing and processing data is only part of the GDPR requirements. How you use that data to connect with existing, or potential, customers is another.

There are six legal GDPR grounds for processing data for marketing purposes, but a common misconception about the GDPR, is that the only option available to marketers is consent. Whilst it's the approach many organisations took, it does mean that once consent is sought, unless someone actively agrees, they cannot be contacted again, therefore significantly reducing the size of a database. However, the misunderstanding seems to have been in the fact that consent is only mandated in certain circumstances. Where consent is not legally required, legitimate interests is just as valid a legal basis.

Because of its flexibility, legitimate interests should be considered a viable option, if not a preferred option, by marketers. Of course organisations still need to be clear from the outset about how they intend to process the personal data and offer a very clear opt-out. In fact, the DMA considers opt-out the most vital part of legitimate interests.

So, don’t think of GDPR as a barrier to marketing activity moving forward. Instead, look at the opportunities it can create. Of all the marketing channels, direct mail is the one that can best adapt to the new regulations, since it doesn't require the same permissions needed for other channels, such as email marketing.

Stay ahead, get noticed, keep in touch.

Please give us a call today to speak to us about how direct mail can work for your organisation.