Business Info - issue 136

data shows that someone has spent a significant amount of time looking at a particular model of car, for example, the service can be used to send a personalised mailing, perhaps including a unique offer or incentive, to that individual within just 24 or 48 hours. Case studies show that programmatic mail can generate response rates of 10% or more and increase online sales conversion rates by 14%. While much direct marketing will be conducted by agencies, developments in digital printing technology, including support for more substrates and easy personalisation, mean that organisations will increasingly be able to produce relevant targeted direct mail in-house. When delivered as part of an omni- channel marketing campaign that also includes digital elements, the speedy production and despatch of such material will be essential. And that requires in-house mail automation. Conclusion To date, much of the focus on GDPR has been on the technical aspects of compliance: finding out where personal data owned by a business is stored, ensuring that it is stored securely, establishing processes for dealing with requests from customers to discover what data a company has and how to cope with requests for deletion etc. These are challenging IT issues that businesses will need to address. For obvious reasons, equal attention needs to be paid to customer communications and marketing, to ensure PII, such as names and addresses, are secure and accurate and that customers’ wishes are observed. Neopost provides a range of solutions that can help organisations achieve compliance with GDPR e.g. by using addressing software to maintain accurate, up-to- date personal data (a requirement under GDPR) or by using output management software to ensure mail is not sent to people who have opted out. Over and above that, these solutions help improve the efficiency, cost- effectiveness and targeting of postal communications, which helps build trust with customers. To find out more or to download a copy of The Neopost Guide to Managing GDPR , please visit www.neopost.co.uk/gdprguide ...continued n On average each item is revisited 4.2 times by the recipient, with letters with a named recipient being looked at again more often than a leaflet or flyer with an address but no name (4.4 times vs 3.6 times); n On average each item is passed on to someone else 1.2 times; n After 28 days, 27% of mail is still live within the household (i.e. not filed or recycled). A separate study by Royal Mail MarketReach highlights the value that direct mail can add to an organisation’s web activities, with 89% of consumers admitting that they are influenced to buy online as a direct result of receiving mail. Royal Mail’s new Programmatic Mail service takes this to a new level by creating and sending highly targeted, timely and relevant direct mail pieces based on permissioned data about an individual’s online activity. If the The Neopost Guide to Managing GDPR Smart Ways to Manage the new General Data Protection Regulation Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • Personal Data • Right of Access • Consent • Permissions • P R O C E S S C O N S E N T A M E N D M E N T C O M M U N I C A T I O N GDPR SMART A new currency for mail 18.1.18 In its annual report published in January, JICMAIL claims that ‘the reach and frequency of mail have been significantly under-reported’ 65% Recipient revisits each Item on average On average each item is passed to someone else... After 28 days... of mail is still live in household 4.2x 1.2x 27% 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 98 76543 2 1 Opening of all addressed mail businessinfomag.uk magazine 14 BUSINESS BRIEFING