Marketing was turned on its head in May 2018 following the implementation of the GDPR (General Data Protection Regulation). As a result, marketers, fearful, started performing crazy actions.
A barrage of opt-in emails flooded our inboxes. Pop-up forms on websites became ubiquitous, and some companies declared they were deleting their email lists entirely. Even some US sites banned visitors from Europe as they were afraid their website cookies would land them in hot water.
Personal data has become a dirty word and targeted advertising is a constant worry.
But there was one channel that businesses had completely neglected that came into its own post-GDPR.
GDPR requires consent for processing personal data
Door drop marketing, or leaflet distribution, was a relatively forgotten medium for the cool kids of digital marketing. Who wants actual paper posted through their doors? Why would that be relevant when we could just blast email them from the warmth of our offices. We could personalise these emails with the touch of a button if we so wished?
Once they realised that their methods for capturing email addresses were not strictly ethical, they panicked, looking for new ways to reach out and engage new customers without the risk of a hefty fine.
Email addresses count as personal data, along with other information such as addresses, date of birth and telephone number.
But door drops don’t require any of this.
You can target postcode areas with a flyer without consent
If you want to send a flyer to a group of houses, then you can do so without obtaining consent. As the big guys who issue the fines, the ICO, state:
If an organisation is sending mail or leaflets to every address in an area and does not know the identity of the people at those addresses, it is not processing personal data for direct marketing, and the GDPR rules will not apply.
When you send out a general flyer, you are only using postcode data. There is nothing about a postcode that can identify an individual.
Even if you are using software to profile household areas, you still do not need consent as specific individuals are not being targeted. If a leaflet company offers to review your current customer list to help you find other areas to deliver to, as long as the data is anonymised, then they can do this for you.
To sum up: With a door drop, you can legally deliver to particular postcode areas and reach new customers.
We think you’ll agree, that’s very good news for marketers and business owners. Are you ready to give it a go?
Request a quote.
See what the DMA has to say.
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