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Dan Bakewell

Why Print? Great Reason No1. GDPR – Make it Relevant

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Okay, so not the most exciting of reasons but a great one nevertheless. One of the best things about print is that it isn’t electronic! Apart from the fact that we all stare at screens way too much these days, GDPR (General Data Protection Regulations) and, more specifically, PECR (Privacy and Electronic Communications Regulations - soon to be replaced by ePrivacy) are making it much harder to communicate electronically without the specific 'opt-in' of your audience.  Print, being non-electronic, means it does not require a specific opt-in agreement from your recipient, you do still need to give your recipients an opt-out option, and manage that process well to avoid breach. More importantly, you will also need to show there is a ‘legitimate interest’ in sending your recipient whatever (hopefully beautiful) piece of print you are planning to send them. So what is a ‘legitimate interest’? We’ll point you to more authoritative links at the bottom of this article but, if you have spent time and money designing and printing a beautiful and relevant mailer to send to a perfectly targeted database, you probably have a ‘legitimate interest’. Our experience is that few organisations intentionally post out pointless, untargeted and irrelevant...
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