GDPR and what it means for programmatic (PT.2)

  • On December 12, 2017
  • In blog

GDPR and what it means for programmatic (PT.2)

Legitimate interest in GDPR and what it means for brands

Brands should be aware that ‘legitimate interests’ provides some marketing leeway when it comes to GDPR regulations. It supports ongoing communication to a customer base who might not have given permission so long as there is relevance and personalisation built into the messaging. Relevance is never a bad thing, we should all be doing a lot more to ensure all marketing comms are relevant to customer’s groups. The reason why Paperplanes campaigns are working so well is because we utilise a high awareness channel to get something individually personalised to a customer at a time when they are still considering purchase options.

Not only is this content relevant but it is also responsive to the fact they have expressed interest. We know personalisation ultimately improves ROI but imagine how further those results can be improved when triggering dynamic, relevant content created instantaneously into a format that gets the customer attention? Paperplanes place campaigns on the print press the same day a behaviour is observed online landing with customers a matter of days later. Why is getting your brand into your customers hands important? Well check out MarketReach research that demonstrates direct mail stays in a customer’s home for 17 days on average. What other form of relevant programmatic communication stays with the customer that long?


What about opt-in?

Outside of legitimate interest let’s talk about opt-in status to marketing comms. After GDPR is enforced opt-ins will become mandatory for email, SMS and phone calls. This obviously limits the number of customers who can reached on these channels. Whereas opt-in is a rigid mandatory for these channels it isn’t for direct mail and enforcing an opt-in for this channel will continue to work on an optional basis.

This well and truly opens up multiple opportunities to utilise DM to trigger relevant and responsive campaigns for customers. It plugs DM into a wider customer contact strategy and makes the DM channel entirely crucial in maintaining sales or perhaps even stimulating more. To provide an added layer of consumer goodwill we would probably suggest having a clear and concise way for the customer to opt-out displayed on the creative but that is really up to the brand and should be evaluated on a case by case basis.


Closing thoughts

To summarise GDPR doesn’t pose a threat but an exciting opportunity to get more relevant whilst at the same time providing advantages for the new channels such as programmatic mail. There are some best practice methods you might want to consider for the planning of highly effective programmatic mail campaigns. These include validating your first party data against the Mailing Preference Service list, providing an easy way customers can unsubscribe and ensuring correct consent for cookies and tags are in place.

But all in all 2017 was just the start and we all should now be looking for ways to truly embrace programmatic mail as part of our wider customer contact strategy in 2018.


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