Myth 1: ‘You must obtain consent for all data processing for all channels and all purposes!’
True or False?
There are 6 legal grounds for processing.
The two valid for direct mail, they are:
- Consent: Processed lawfully, fairly and in a transparent manner
- Purpose of Legitimate interests: except where such interests are overridden by interests or rights & freedoms of the data subject
GDRP states “…The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest. The ICO (information Commission’s Office) agrees.
Make sure you conduct a Legitimate Interest Assessment (LIA).
(Example based on a CHARITY)
- Identify your Legitimate interest
- To seek funds to further your cause
- Determine whether the processing is NECESSARY
- Consider DM to be proportionate
- Conduct Balancing Act:
- Reasonable expectations
- Limited data to be processed
- Previous relationship
- Opt-out available
- Document for Evidence
Legitimate Interest Considerations
- Consent is unequivocal
- Legitimate interests is open to interpretation
LI removes some subject rights
- So you must take on extra responsibility for considering and protecting peoples rights and interests
- Data minisation
- Retention Limits
Myth 2: ‘We can’t use cold lists’.
True or false?
Answer: False. Yes, you can.
Previous case studies within the charity sector show that 50-60% of responders go onto give a 2nd donation.
Myth 3: ‘We’ll be flooded with complaints!’
True or false?
Answer: Not if you do it right.
-Ensure you are doing your diligence to ensure you are using “clean data sets”.
– Ensure Supporter Services can answer questions quickly and easily
• Original source of the list by name, and type
• Give them details of the Data Owner, so that they can stop other mailings
• Even offer to do this on their behalf
• Offer to suppress them, so that you don’t contact them again
• Tell them about the MPS, TPS and FPS
- Current level of complaints:
- “Where did you get my name from?”
- Letter returned as a “do not mail”
- Level of FPS registrations
Source: WPNC and Royal Mail MarketReach
For more information about how direct mail can help grow your business check out of recent blog.