What Does GDPR Mean for Direct Mail Campaigns?
GDPR does not stop direct mail – businesses can continue sending direct mail campaigns under the lawful basis of legitimate interest, without needing each recipient’s permission, provided they make opting out easy and are honest about how customer data is used. The General Data Protection Regulation changed how businesses manage, protect and administrate data, and this article explains exactly what it means for your direct mail campaigns.
What Is GDPR?
GDPR stands for the General Data Protection Regulation, which came into force on 25th May 2018. It is a regulation brought in to strengthen and unify data protection for all individuals within the European Union, and it altered how businesses operate by changing how they manage, protect and administrate personal data. Following Brexit, the same rules were retained in UK law as the UK GDPR, sitting alongside the Data Protection Act 2018 – so the requirements below continue to apply to UK direct mail today.
How Does GDPR Affect Direct Mail Campaigns?
GDPR challenged how data is collected and used, giving consumers the right to control their own personal data. For postal marketing, the position is straightforward: a piece of mail must be in the customer’s and the company’s legitimate interest, and if it is, you can keep mailing.
| GDPR Requirement | What It Means for Your Direct Mail |
|---|---|
| Legitimate interest | Your mailing must serve a genuine interest of both your company and the customer |
| No opt-in required | Permission is not required to send postal mail – unless the recipient has asked to be removed from marketing communications |
| Easy opt-out | You must make it easy for customers to remove themselves from marketing and mailing lists |
| Transparency | You must be honest about how you plan to use customer data in your mail fulfilment |
This makes postal direct mail far less restricted than email marketing under the regulation – for the full picture on lawful bases, see our guide to whether you need consent to send direct mail.
The Direct Mail Company: A GDPR-Compliant Mailing House
The Direct Mail Company is a professional mailing house based in Wakefield, West Yorkshire – your one-stop shop for all your printing and mailing needs. Our direct mail services include bespoke data processing, personalisation, printing solutions, mail enclosing and bulk postage rates, and we offer much lower postage costs than standard and franked bulk mail by sorting your mailings before they reach Royal Mail for distribution. We take quality and customer service very seriously, delivering a stress-free service for all your print and mail fulfilment requirements – and The Direct Mail Company always follows GDPR regulations and protects customers’ data. For more information on our services, please contact us on 0333 038 3797 or email sales@thedirectmailcompany.co.uk with your enquiry.
GDPR and Direct Mail: Frequently Asked Questions
Can I still send direct mail under GDPR?
Yes. Postal direct mail can continue under the lawful basis of legitimate interest, without recorded opt-in consent, as long as recipients can easily opt out and you’re transparent about data use.
Do I need permission to send someone direct mail?
No – permission is not required for postal mail, unless the person has asked to be removed from your marketing communications, in which case you must honour that request.
What is legitimate interest under GDPR?
It means the mailing serves a genuine interest of both your company and the customer, balanced against the customer’s privacy rights – the basis most postal campaigns rely on.
Does GDPR still apply in the UK after Brexit?
Yes. The rules were retained as the UK GDPR alongside the Data Protection Act 2018, so the same requirements apply to UK direct mail campaigns.
How do I keep my mailing data GDPR-compliant?
Be transparent about how data is used, process opt-outs promptly, and keep your data accurate and secure – a professional mailing house with GDPR-compliant data processing handles this as part of fulfilment.
Who can run a GDPR-compliant campaign for me?
The Direct Mail Company follows GDPR across data processing, personalisation, print and postage. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk
