Mr. Roy points out that, “unlike other channels, direct mail can be used under legitimate interest under GDPR.” Consequently, marketers who have shifted away from direct mail would benefit by reinstituting this channel into their mix.
Not only does GDPR give marketers solid motivation to take another look at this channel, but research has also shown that direct mail is quite effective, especially with the millennial audience. Direct mail also allows brands to express their creativity and stand out in the crowd by experimenting with colour, shape, and size.
The article goes on to discuss how email marketing has demonstrated weaker open rates than direct mail over time, with the DMA’s 2017 email benchmarking report indicating 14.2 percent of marketing emails are opened by consumers, yet a study by Infotrends reporting that 66 percent of direct mail is opened, illustrating the enduring effectiveness of traditional mail.
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