Impact of Digital Privacy Protection on Direct Mail

by | Feb 1, 2022 | Commercial, Content, News, SmarterPrint

In a digital world where consumers are more and more concerned about their data privacy, major players like Apple have implemented extensive privacy protection policies and tools to provide greater security. Along with these new security measures come many new rules, regulations, and tools to protect consumer data. These shifts are further driving the success and demand for direct mail as a critical marketing medium.

Apple’s latest iOS 15 software release allows consumers to opt out of email data tracking, which in turn removes a marketer’s ability to know many things about their email audience. Blocking the behavioral data regarding a consumer’s email opens and email forwards, as well as unique email addresses are sure to complicate the way in which marketers reach consumers digitally. With 40% of the total email market share, this update impacts almost half of all email marketing audiences.

As one of the easiest ways to reach new and existing consumers, direct mail provides marketers with a hassle-free way of growing their brand. Plus, the physical impact and experience created is, without a doubt, one of the best marketing influences a consumer will receive. Ironically, when compared to its email counterpart, direct mail has extremely relaxed data privacy regulations, allowing for greater consumer targeting. It has quickly become one of the most effective channels.

As one marketing medium with much fewer regulations, direct mail allows marketers to reach consumers easily. This contradicts the current digital environment, which has many new and evolving privacy protection policies. When Apple’s iOS 14.5 software update was released, for example, it introduced the App Tracking Transparency policy which required that all app creators provide users with the opportunity to opt-out of data tracking. As you can imagine, this drastically impacted the way in which marketers of said apps reached their consumers.

With the rules and regulations fluctuating so often, it can be extremely difficult for companies to stay on top of them, leaving them at risk for fines, consumer loss, and consumer trust. Luckily this is where direct mail steps in and saves the day. Marketers can easily purchase direct mail lists and can also take advantage of the cost-effective method Every Door Direct Mail.

Direct Mail is one of the best ways to get in front of and stay in front of your consumers, as it does not require a recipient to opt-in.

As the rules and regulations of data protection and data privacy continue to change in the ever-evolving digital world, direct mail remains a trustworthy and impactful way of reaching consumers for marketers everywhere.

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