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A Data Protection Update

By |2024-06-04T08:32:56+00:00June 4th, 2024|

Last week marked the sixth anniversary of the General Data Protection Regulation (GDPR), a landmark in data protection that revolutionised how personal data is handled across Europe. However, as many people reflect on GDPR's impact, the future of data protection regulation in the UK hangs in the balance following the recent mothballing of the Data Protection & Digital Information Bill (DPDI). The Demise of DPDI The Government’s decision to exclude the DPDI from its “wash up” process, a fast-track mechanism for essential legislation before Parliament is dissolved, has led to significant uncertainty. Initially introduced in 2021, the DPDI aimed to modernise the UK's data protection framework. However, it was still navigating the committee stage in the House of Lords when [...]

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Top 10 sectors that fail to report data breaches revealed

By |2024-05-24T11:34:57+00:00May 24th, 2024|

As we ‘celebrate’ the 6th birthday of GDPR a new study finds that over half of all data breaches in the UK in 2023 were not reported within the required 72-hour window. The report from Hayes Connor revealed the sectors with the worst track record. These were: Local Government: 51.32% General Business: 49.16% Marketing: 47.50% Justice: 47.06% Regulators: 46.81% Membership Associations: 46.67% Online Technology and Telecoms: 45.37% Media: 45.16% Central Government: 44.57% Retail and Manufacture: 43.94% Failing to report a breach within this timeframe can result in significant fines of up to £17.5 million or 4% of global turnover, whichever is higher. However, in practice, most firms receive minimal penalties. A key finding of the research is that in the [...]

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Think direct mail is too expensive? Think again

By |2024-05-15T05:31:13+00:00May 14th, 2024|

At the recent Ultimate Direct Mail workshop Lauren Mason, marketing director of Live Unlimited and Ro & Zo showcased the power of direct mail and smashed the perception held by some marketers that it is too expensive to add into the marketing mix. Talking about her first experiences of direct mail this year, Mason found that acquiring customers through direct mail was more affordable than digital methods. She was surprised to discover that not only did it drive higher retention rates but that it also boosted LTV (lifetime value) and AOV (average order value). This indicates that Live Unlimited and Ro & Zo customers acquired via direct mail are likely to stay longer and spend more, providing a solid and [...]

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Response rates, ROI, AOV and CPA of DM revealed!

By |2024-05-08T18:04:18+00:00May 8th, 2024|

The latest JICMAIL Response Tracker insights reveal that DM is still very much a marketing channel that achieves results…. Warm direct mail—mail shots sent to existing customers—command on average an 8% response rate. This level of engagement is not only on par with but often exceeds the effectiveness of other media channels. Warm direct mail's success, particularly notable in sectors like medical where it reaches a whopping 26%% response rate, underscores its potential in targeted communications. This method proves especially effective in maintaining and enhancing customer loyalty, offering personalised content that resonates well with the audience. The high response rates are indicative of the trust and rapport that brands have built over time with their existing customer base. Cold Direct [...]

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Handling Sensitive Deceased Data

By |2024-04-15T10:54:56+00:00April 15th, 2024|

E.On has been criticised for sending a personalised marketing letter to a deceased customer, urging him to reconsider leaving for another supplier. The letter was addressed to the man's executor and sent to a recently sold home in Brighton, highlighting a significant lapse in data management. This case is not isolated; similar reported instances involve the TV Licensing Authority and NHS mistakenly sending communications to the deceased, causing distress to families and raising questions about data accuracy and respect for privacy. The executor of the deceased pointed out the insensitivity of using personalisation techniques in such a context, where the letter addressed the deceased by his first name to persuade him to remain a customer. This situation underscores a critical [...]

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Embracing Automation for Growth and Innovation in the Direct Marketing Industry – a pro-people approach

By |2024-04-05T11:14:05+00:00April 5th, 2024|

The direct marketing industry, traditionally slower to automate compared to other sectors, is standing on the cusp of a transformative era driven by technological advancements. With new research from Pearson predicting a net increase of 390,000 jobs by 2027 in England alone, due to automation and augmentation, the industry faces both challenges and opportunities. The Role of Automation in Direct Marketing Automation in direct marketing is not about replacing human tasks with machines. It's about enhancing the efficiency, accuracy, and reach of marketing campaigns through the use of tools that automate data processing and cleansing, significantly reducing the time and cost associated with manual interventions. From postal sortation to address data enhancement, automation can streamline operations, improve compliance, and open [...]

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EU passes AI Act

By |2024-03-19T10:18:06+00:00March 19th, 2024|

The European Parliament has passed the AI Act, the first major AI regulatory framework to become law. It is being seen by experts as potentially setting an international benchmark akin to the impact of GDPR on data privacy standards back in 2018. The framework aims to ensure transparent development and utilisation of AI within the EU, establishing guidelines for AI systems deemed high-risk. In response to concerns from the tech industry about potential restrictions on innovations like ChatGPT, the legislation adopts a risk-based, tiered regulatory strategy rather than a broad, one-size-fits-all approach. It also specifies varying compliance timelines based on the perceived risk level of AI applications. The legislation categorises AI according to its risk level, delineating prohibited uses, essential [...]

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Direct mail effectiveness soars!

By |2023-10-03T09:17:46+00:00October 3rd, 2023|

In the ever-evolving landscape of marketing channels, email and social media often hog the spotlight. However, the continued resurgence of mail is also hitting the headlines.  In Q2 2023, the effectiveness of the mail channel reached its highest point in a year and a half, with an impressive 31 percent of mail driving positive commercial outcomes for brands. Mail's Remarkable Resurgence One of the most striking findings of Q2 2023 is that mail's effectiveness as a commercial marketing channel saw a year-on-year growth of nine percent. This growth propelled the proportion of mail items prompting actions among consumers to its highest level. This surge in effectiveness reaffirms that mail is far from obsolete in the digital age. A Comprehensive Customer [...]

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Unleashing the Magic of Mail

By |2023-09-25T12:24:44+00:00September 25th, 2023|

We are all now coming round to the fact that there's something timeless and magical about direct mail. You just have to scan the recent news headlines to see that mail’s resurgence is not a flash in the pan. According to JICMAIL its effectiveness recently reached its highest point in a year and a half, with an impressive 31 per cent of mail driving positive commercial outcomes for brands. It is also now the most trusted form of marketing by consumers and commands attention for c.2 minutes across a lifespan of 28 days in the home. Its therefore unsurprising that Marketreach has breathed new life into their "Magic of Mail" campaign, aiming to showcase the incredible attributes of physical mail [...]

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Direct marketing spend at highest level since 2006

By |2023-08-02T10:08:51+00:00August 2nd, 2023|

The ongoing cost-of-living crisis has had a big impact on media spend, the latest IPA Bellwether report reveals. Main media budgets encompassing TV, online, radio and press have tanked, whilst direct marketing, events and sales promotions have soared, reflecting reactive change by UK businesses in response to the economic climate. Sales promotions achieved the highest growth rate (13.4 percent), its biggest uplift in more than two decades of survey data. This indicates that marketers are keen to support their customers by providing them value for money, through offers and deals. Events also performed well, experiencing an increase of 9.3 percent. The growth is attributed to a desire from brands to have closer, more personal relationships with their customers. Underpinning this [...]

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