Do You Need Consent to Send Direct Mail Campaigns?
No – a direct mail campaign does not require the same consent as other marketing channels such as email marketing. Under the General Data Protection Regulation (GDPR), if your company can show that your campaign is in the legitimate interest of the people you are targeting, the need for consent to send the mail disappears. This is one of the most frequent questions we get asked, so this article explains when you can post direct mail without consent and what conditions your campaign must meet.
| Marketing Channel | Is Consent Required? |
|---|---|
| Email marketing | Yes – the recipient’s consent is required to send the campaign |
| Postal direct mail | No – businesses can rely on legitimate interest instead of recorded consent |
Do I Need the Recipient’s Consent to Send Direct Mail?
A business can send direct mail without recording consent from the recipient, provided it can rely on legitimate interest as its lawful basis. To do so, you should make sure that:
- The use of the data is valid and lawful
- The mail has minimal impact on the recipient’s privacy
- The mail is expected by the recipient, so they will not be surprised to receive it This makes postal marketing very different from email marketing, where the recipient’s consent is required before you can send a campaign. Direct mail provides companies with an opportunity to communicate with potential customers and reach out to new and valuable audiences within the rules. For the regulator’s full position on legitimate interests and postal marketing, see the ICO’s direct marketing guidance.
What Does GDPR Mean for Direct Mail?
GDPR did not end direct mail – it clarified the lawful bases businesses can use. Legitimate interest is the basis most postal campaigns rely on, and it requires you to balance your business interest against the recipient’s privacy, as set out in the checklist above. For a deeper look at the regulation’s impact on postal campaigns, read our guide: What does GDPR mean for direct mail campaigns? You can also read the latest mailing service updates from The Direct Mail Company.
Sending a Direct Mail Campaign With The Direct Mail Company
The Direct Mail Company is a professional mailing house offering fantastic customer service, door-drop leaflet distribution across the UK, and a range of parcel delivery solutions through Parcel2Go. If you want help running a compliant direct mail campaign, call us on 0333 038 3797 or email sales@thedirectmailcompany.co.uk
Direct Mail Consent: Frequently Asked Questions
Do you need consent to send direct mail in the UK?
No. Postal direct mail can be sent under the lawful basis of legitimate interest, without recording consent, provided the data use is valid, the privacy impact is minimal and the recipient would expect the mail.
Why does email marketing need consent but direct mail doesn’t?
Email marketing requires the recipient’s consent before a campaign is sent, whereas postal marketing is not subject to the same rule and can rely on legitimate interest instead.
What is legitimate interest in direct mail?
Legitimate interest is a lawful basis for processing data where your business interest in sending the mail is balanced against the recipient’s privacy – meaning the data use is valid, the impact is minimal and the mail would not surprise the recipient.
Does GDPR ban direct mail campaigns?
No. GDPR does not ban direct mail; it sets out the lawful bases for using personal data, and legitimate interest allows compliant postal campaigns.
Who can help me send a compliant direct mail campaign?
The Direct Mail Company is a professional UK mailing house. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk to discuss your campaign.
