An Insight into the Power of Print Marketing and How to Comply with GDPR

The world is quickly becoming more and more digitized, but is it all a bit too much? Many businesses around the globe use emails to get their products in front of potential customers, but have they understood the thought process of the consumer, and this can prove to be a challenge.

Here, with Direct Letterbox Marketing who offers a great leaflet delivery service, we look at how marketing your business in the correct way can help you benefit significantly. We also take a look at how you can comply with the new GDRP regulations when sending your print marketing message to an intended audience:

Communication is key

There are 74 trillion emails are sent every year and each has an average lifespan of two seconds. There’s no wonder 70% of people in the UK say that they receive “too many emails”! With this knowledge, it might be time to rethink your email marketing strategies to ensure the best results possible from your campaign.

Looking at letters – which have an average lifespan of 17 days – there are significantly less sent, with 13.8 billion letters being distributed yearly.  Does this mean that a delivered letter is more effective than something we have at our fingertips at all times?

Research found that of the two, direct mail is much more memorable, with 75% of people claiming they’d remember the brand after reading. This is an astonishing figure when you look at the amount of people who could remember the brand after reading a digital advertisement — which was as low as 44%.

The same research also claims that direct mail marketing is much more effective in all areas, with 79% of consumers actioning direct mail straight away. The same can’t be said of emails, with only 45% of people actioning an email straight away. This is probably down to the opening process — if you’re opening a physical letter, you have the intention to read it. Tapping a screen to access a new email in your inbox is effortless, and deleting it forever takes no real time either — this could be the reason why it is proving to be less effective.

If you use direct mail, you should expect a 4.4% response rate, too. A response rate for an email is only 0.12%, showing that more people interact thoroughly with a physical object than with something that just appears in their online inbox and can be deleted instantly.

However, one thing to bear in mind is the fact that direct mail generates more customers with a total of 34%, whereas email only pulls in 24%. This is a shockingly low figure when 57% of all email addresses are abandoned because of too many emails.

Imagine if your business had over 1,000 members on a certain mailing list, but more than half of those weren’t responsive. This does not make a good investment, especially when the cost per acquisition is higher for email at £42.55 in comparison to direct mail which is only £39.59.

The Royal Mail states that 51% of people would prefer a mixture of both communication methods. However, 56% said that they felt valued when they received a letter in the post. It is beneficial to know that when both are used together, it can inevitably increase brand awareness, ROI and the overall customer experience.

But what should your printed materials give to your audience?

When you target an audience, it’s crucial to know what it is they want and need — and marketers shouldn’t solely be thinking about what they need from them. They’re the focus, so don’t try and sell them your product — sell them an idea. Your customer doesn’t want new shoes, they want to look stylish.

If you create a marketing piece that has no substance and doesn’t offer anything, it is almost pointless; you need to find an existing audience and know what appeals to them. Play on their emotions, because once they become invested into your product, they will make the logical decision to convert.

Any direct marketing campaign you create should make them be impulsive and give them the urge to know more.  This can be achieved through the use of bright and bold colours throughout your printed piece. It’s important that you make your leaflet, brochure or poster stand out!

Be sure that your copy provides the message you are aiming for. This way you’ll give your potential customers a greater insight of what you want them to know. Be persuasive, be intriguing and don’t forget to accompany this with bold and beautiful lettering.

It’s important that your design is mistake-free. By placing just one mistake in your content or design, your product may be flawed, which would equal a waste of your marketing budget. Are you now thinking about changing your strategies?

Complying with GDPR

For a print marketing campaign, you must gather data from consumers. Since the General Data Protection Regulation (GDPR) introduction on May 25th 2018 by the European Parliament it’s important you get consent to use this data. Although we are set to leave the European Union after the Brexit vote, this legislation will be adopted by Britain and will replace the Data Protection Act of 1998 in hopes to unify and strengthen data across the continent.

Part of the regulation states that, ‘processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest’ —referring to the processing of personal data.

But, does this have any effect on print and direct marketing? In short, yes. It means that you must seek consent to process the data required for mailing (names, addresses etc.) which could be achieved by an ‘opt in’ process. This may be problematic for companies that send out specifically addressed mail. Alternatively, sending out unaddressed mail to your target market is acceptable as it does not involve the handling of sensitive data — appropriate for marketing campaigns that select their demographic based on geography.

You must still comply with the regulations even if you use off-site or cloud storage for your data. If you don’t, you may face the harsh penalties that could be 4% of your business’ annual global turnover or €20m — whichever is greater. Familiarise yourself with GDPR before you continue any print marketing efforts and make the appropriate changes to become compliant today.

 

Sources:

https://www.digitaldoughnut.com/articles/2017/february/infographic-direct-mail-vs-email

http://www.mailingexpert.co.uk/blog/gdpr-impact-print-direct-mailing/

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About Dequiana Jackson

Dequiana Jackson, CEO of Inspired Marketing, Inc., is a small business marketing coach who teaches women entrepreneurs how to monetize their message so they can make more money from their expertise. Dequiana is the author of Know Your Business: How to Attract Ideal Clients & Sell More and runs the award-winning blog, Entrepreneur-Resources.net.

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