Reach more people with partially addressed mail
This may sound counter-intuitive as ‘partially addressed mail’ may sound like there is missing information – and your mail may not get to the right place. But this is actually a very clever strategy to extend your marketing reach, without breaching the General Data Protection Regulations (GDPR).
It’s an effective way of reaching more people in a postcode area. For instance, if you have a customer in a particular postcode area, you can add all the other households in that postcode to your mail-out.
The logic is that if you have one customer in that area, other similar households are potentially going to be interested in your offer too. As each postcode has around 15 different addresses, this allows you to multiply your existing contacts by 15.
Partially addressed mail doesn’t use specific names – it is addressed to ‘The Householder’ or ‘Fashion-lover’ or whatever is appropriate for your potential customers. This means you’re not processing personal data, so meets the requirements of GDPR.
Each piece of mail needs to have a statement on the envelope e.g. ‘No recipient’s personal data has been used in the creation of this mailing’.
There is a minimum requirement of 10,000 items per mailing and this will go to all households in each targeted postcode – excluding existing customers.
You can find out more about direct mail – there are many smart strategies to improve your results.