{"id":14057,"date":"2018-08-07T13:06:54","date_gmt":"2018-08-07T12:06:54","guid":{"rendered":"http:\/\/maps.locr.com\/en\/?p=14057"},"modified":"2024-08-15T11:17:32","modified_gmt":"2024-08-15T10:17:32","slug":"gdpr-pushes-direct-mails-comeback","status":"publish","type":"post","link":"https:\/\/maps.locr.com\/en\/blog\/blog-post\/gdpr-pushes-direct-mails-comeback.html","title":{"rendered":"GDPR Pushes Direct Mail\u2019s Comeback"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n

As consumers receive a wave of re-opt-in emails\u2014marketers are facing massive declines in email marketing results. A recent study shows that email response rates plummeted by over 55%.<\/h2>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]On May 25th the EU General Data Protection Regulation (GDPR) came into effect\u2014changing the methodology and marketing approach of many marketers not only in the European Union but across the world. GDPR is designed to enable individuals to better control their personal data. Data controllers and processors must comply with a defined set of responsibilities and duties regarding data acquisition and protection.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Direct Mail Reaches up to 100% of Addressees<\/h3>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]However, the implementation of the GDPR paves the way to a more flexible use of some other marketing methods like direct mail. In these times of fake email addresses and over-crowded email inboxes, printed direct mail still has close to 100% reach\u2014making it a popular CRM tool. Marketers can use direct mail to complement their digital strategy in order to reach customers without the need of a GDPR compliant opt-in.<\/p>\n

Supporting your customers to overcome their struggles with GDPR doesn\u2019t mean you\u2019ll have to convince them to give up the benefits of email marketing in their digital strategy![\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]In fact, your customers might be missing a very important feature of digital transformation as they search for marketing alternatives. Digital marketing is not only enabling companies to address online channels but can also help to target postal mailings using automation tools.<\/p>\n

Let\u2019s look at an example that demonstrates the benefits of printed communications for a digital based omnichannel approach.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

Postal Mail is a Must in a Successful Omnichannel Marketing Approach<\/h3>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Today, it is easy to integrate direct mail into campaign planning tools or marketing clouds to use it in an omnichannel approach.<\/p>\n

In so called trigger campaigns marketers can completely automate the dispatch of postal direct mail. A range of events can trigger the production of a personalized direct mail.<\/p>\n

For example, let\u2019s say a customer made their first purchase in your customer\u2019s online shop. This can trigger a \u2018thank you for your first purchase with us\u2019 direct mail. Or the opposite is a chance to win lapsed customers back with a \u2018we miss you\u2019 direct mail together with a discount or voucher to be redeemed in the nearest branch or online.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

\u201cGiven that it\u2019s quick (items can be sent out within 24 hours), and makes customers feel valued, it\u2019s no surprise that campaigns which integrate programmatic mail have a higher response rate than those that do not<\/em>,\u201d Gerhard M\u00e4rtterer, Eversfrank<\/a>, notes.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]In conclusion, offering your clients a combination of digital and print means better results for your clients – and new opportunities for your business.<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column][vc_btn title=”Contact Your Local locr Representative!” color=”warning” size=”lg” align=”center” link=”url:http%3A%2F%2Fmaps.locr.com%2Fen%2Fcontact|||”][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text] As consumers receive a wave of re-opt-in emails\u2014marketers are facing massive declines in email marketing results. A recent study shows that email response rates plummeted by over 55%. [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]On May 25th the EU General Data Protection Regulation (GDPR) came into effect\u2014changing the methodology and marketing approach of many marketers not only in the European…<\/p>\n","protected":false},"author":6,"featured_media":14134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29,177,42,60,216,46,199],"tags":[278,283,282,71,310,62,179,79,245,67,175,233,97,285],"class_list":["post-14057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-post","category-direct-mail","category-direct-marketing","category-direct-print","category-geoservices-blog-post","category-locr","category-personalized-maps-blog-post","tag-cartography","tag-company","tag-digital-print","tag-direct-mail","tag-dscoop-emea-2018","tag-events","tag-geomarketing","tag-maps","tag-maps-for-print","tag-personalization-2","tag-personalized","tag-personalized-maps-for-direct-mail","tag-print","tag-print-industry","category-29","category-177","category-42","category-60","category-216","category-46","category-199","description-off"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/posts\/14057","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/comments?post=14057"}],"version-history":[{"count":11,"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/posts\/14057\/revisions"}],"predecessor-version":[{"id":28517,"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/posts\/14057\/revisions\/28517"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/media\/14134"}],"wp:attachment":[{"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/media?parent=14057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/categories?post=14057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/maps.locr.com\/en\/wp-json\/wp\/v2\/tags?post=14057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}