Partially Addressed Advertising Mail with Graham Arrowsmith
Did you know that there is a new direct mail service called Partially Addressed Advertising Mail? We discuss what it is and how it is an attractive options for marketers.
Three Delivery Options for Direct Mail Marketers
Door to Door
These are leaflets that you receive with your post, delivered by Royal Mail. This service was formerly known as Household Delivery Service or HDS. Royal Mail changed the name to "Door to Door". The service is described here: https://www.royalmail.com/business/services/sending/specialist-services/door-to-door/booking-toolkit
The thing about door drops is that you have to target and select whole Postcode sectors. (i.e. Otterburn is NE19 1). That could be 3,000 households. Within that postcode sector there could be a fair degree of variability in demographics. Plus there is a minimum order of £500.
So, in Kevin's local charity example, if he was to select just one postcode sector and that had 3,000 households, the cost per house of delivering the leaflet would be 17p. On top of that would be the cost of printing and fulfilment (correctly labelling, boxing the leaflets) - so it could end up being like the 25p he mentions in the podcast!!
And, you would be communicating with as many houses that you don't really want as those that you do.
Personalised Direct Mail
When you receive direct mail piece using your name and address it is called personalised direct mail. It is fully addressed and heavily regulated by GDPR. General Data Protection Regulations include a basis for data processing called legitimate interests. Here, the mailer weighs up their interests in mailing the consumer against the risks associated with an individual's privacy.
Legitimate Interests
The Information Commissioner's Office expects you to balance your interests with the recipients interests in an assessment.
You've got to weigh up whether the recipient is going to be worse off receiving the mail, versus the legitimate interests of a mailer sending it.
Remember legitimate interests is not an automatic right, but it is geared towards a mailer with a genuine reason to mail to an audience.
Do you have an existing relationship with the person you are mailing? Weigh up your interests with the rights of the consumer not to be bothered by your mailing.
Ask yourself, will an individual reasonably expect to get your mailing?
Add an ability to UNSUBSCRIBE your name. So include an opt-out on your mailing.
http://thenext100days.org/wp-content/uploads/2019/03/Legitimate-Interests.mp4
And just a point to note about personalisation. When it comes to mailing a lot of businesses might personalise, but its extent is limited. So the name and address is shown in the window or printed on the letter. On a personalised letter, you'll have Dear Mr Appleby, or Dear Kevin as the salutation.
But generally personalisation is not used that much. Nowadays, digital print allows you to personalise mailings in a much more inventive way. Which brings me on to the new advertising mail service.
Partially Addressed Advertising Mail
Finely Fettled has been asked to help marketers supply data for this new service. A new brand and website has been developed for this purpose - PartiallyAddressed.Info
Partially Addressed fits in the middle between door drops and personalised direct mail. And that is a good place to be. GDPR compliant, capable of super levels of profiling and looks like personalised direct mail, but at a lower cost.
Why Charities Should Be Interested
Many charities almost exited the media that had served them when faced with the bad publicity caused by some and imminent GDPR legislation. Here is a new service that they ought to be interested in. GDPR proof and they can access the households who donate through profiling.
http://thenext100days.org/wp-content/uploads/2019/03/Partially-Addressed-Advertising-Mail-for-Charities.
