DMA publishes GDPR door drop guidance

by Team on 03/08/2018

The Direct Marketing Association has published an FAQ document for anyone with questions surrounding the use of data and the legitimacy of door drop marketing post-GDPR.

In a welcome addition to the necessary but lengthy guides that exist in the marketplace, this guide is clear and concise, addressing many questions regarding GDPR that both clients and door drop practitioners may have.

Highlights include:

Q: Do I need to demonstrate legitimate interest to be able to send door drops?

A: As above, the GDPR rules do not apply so no need for legitimate interest, consent or any legal basis for processing data as the postcode data we use for targeting is not subject to GDPR.

Q: And what about using my existing customer database as part of the door drop plan?

Some door drop businesses will offer to analyse your existing customer database, with a view to targeting similar types of people with the door drop.

This is GDPR compliant, providing the data you share cannot be used to identify the individual. Therefore, you should provide only postcode data – with no name, door number, street name or any other identifying data, such as date of birth.

These FAQs and others featured in the list reiterate what we at TLC have published in recent months.

We are delighted to see this reassurance being provided by the DMA and would welcome clients to investigate door drop as a channel, if they have not done so already, as an option to target potential customers at postcode level, throughout the UK.

The full set of FAQs published by the DMA can be found here.

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– who has written 52 posts on Letterbox Consultancy for Door Drop Marketing.

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