When it comes to direct marketing – did you know Direct mail marketing is subject to fewer data privacy restrictions than email? So direct mail is a great way to contact stakeholders who may otherwise be unreachable.

Here are 10 ways that mail can be used effectively as part of your fundraising strategy.

1. DIRECT MAIL IS GDPR FRIENDLY

Direct Mail is not subject to the same amount of data privacy laws as e-mail – you can use legitimate interest for mail.

2. YOU CAN USE LEGITIMATE INTEREST FOR MAIL

Legitimate interest can be used for direct mail if you show that; how you use people’s data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object.

3. YOU CAN REACH CUSTOMERS BY MAIL

Due to email restrictions, you may have some customers that can only be reached by mail. You can use post to direct people online and encourage opt-in consent.

4. MAIL IS SUBJECT TO FEWER REGULATIONS

Mail is subject to fewer regulations than electronic communications. It is not significantly impacted by the current PECR, or the proposed ePrivacy Regulation 2019.

5. USE MAIL AS A WAY TO GAIN CONSENT

The DMA recommend postal marketing as an effective and compliant way to gain online consent. If you can no longer contact customer segments by email use mail to encourage re-permission. Advertising mail discounts can also apply.

6. MAIL IS MORE EFFECTIVE THAN EMAIL

Mail stands out. Mail gains higher rates of engagement and conversion than emails, with 87% of direct mail recipients influenced to buy something online. It builds trust and demonstrates that the recipient is a valued customer.

7. KEEP IN TOUCH BY MAIL

People have numerous email addresses; work emails, private emails, emails that they no longer check. Usually people have one residential or main business address, making it easier to keep in touch.

8. UNADDRESSED MAIL DELIVERS

Create targeted mailings without using personal data. Door drops are delivered with addressed mail, enabling you to re-engage audiences that you can’t otherwise reach. Increasing in innovation and popularity, door drops stay in the home for an average of 38 days.

9. MAIL ENCOURAGES BRAND RECOGNITION

A MarketReach study proved that mail primes other channels. This means that emails and social media promotions may be better received – and remembered – if the recipient has received mail beforehand.

10. GET AHEAD WITH MAIL

The average lifespan of direct mail is 17 days, compared to just two seconds for email. Mail can fulfil a range of objectives, drive traffic online, and is subject to fewer regulations. Talk to us and make the most of mail.