Contacting existing customers by mail in light of the Cookie Law

The Cookie Law, which came into force in May 2011, requires UK websites to obtain consent on an opt-in basis to store, retrieve and use information from users’ visits and/or how they respond to emails (otherwise known as ‘cookies’ or ‘gifs’).

The new rules responded to consumer concerns around privacy and intrusion on the web and email. Direct mail remains an 'opt out' medium and as this report shows, it is still welcomed  by consumers - but only if it is carefully targeted to ensure it is reaching the right audience.

Key messages from this presentation include:
 
•          Your customers welcome mail, particularly from existing suppliers. Some 61% of customers welcome mail from companies they are already a customer of (BMRB 2010).

•          Your customers open their mail and keep statements for future reference. 89% of customers keep all their bills and statements (BMRB 2010).

•          Your customers welcome and keep brochures and customer magazines. Just under half (46%) of adults often keep brochures and leaflets to read at their leisure and 42% like to receive customer magazines (BMRB 2010).

•          Encourage your customers not to opt out from receiving mail when you sign them up. This will enable you to cross-sell.

•          Try to get those opted out to receive mail again. Many will have regretted opting out because it is more difficult to contact them about important messages or new product offers. Just over three quarters (76%) of consumers welcome mail if it is meant to give them useful information. (BMRB 2010).

Watch videos from the DMA on how to comply with the cookie law.  Learn more on how to comply with data protection rules for direct marketing.

 To read the presentation in full, click the ‘download’ button below.