The GDPR: Mail and Legitimate Interests
Customer consent is at the heart of the GDPR, however, as the Information Commissioner, Elizabeth Denham, confirms, it’s not the only way to comply. If organisations have valid reasons to contact individuals, there is another option: "Legitimate Interests".
This is an area within the GDPR that allows organisations to process personal data for specific purposes, which can include direct marketing. Be sure to check the advice of the Information Commissioner’s Office (ICO) on what constitutes "Legitimate Interests" and consult with your legal teams to see if it’s the right path for your organisation.
Brands May Have Some Customers They Can Only Reach by Mail
The opportunity with mail
The ICO has been very clear that the Privacy and Electronic Communications Regulation (PECR) does not apply to mail. To quote directly from the ICO’s website:
“You won’t need consent for postal marketing but you will need consent for some calls and for texts and emails under PECR.”
This means that brands may have some customers they can only reach by mail because mail is still subject to fewer regulations than electronic communications.
PECR Does Not Apply to Mail
12 ways mail could help you thrive in a GDPR world
Mail drives response and is a key way to engage with customers and target audiences. In the run-up to the GDPR, we’ve put together a guide on how to make the most of the new regulations with mail including a useful section outlining 12 ways that mail could help you thrive in a GDPR world.
To find out more, download your copy of “The GDPR Opportunity with Mail”
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