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Keeping Your Data Safe

bakergoodchild bakergoodchild.co.uk 00 10 KEEPING YOUR DATA SAFE WHAT IS DIRECT MAIL? DIRECT MAIL IS A FORM OF DIRECT MARKETING THAT INVOLVES SENDING COMMERCIAL LITERATURE TO PROSPECTIVE CUSTOMERS THROUGH THE POST. THIS GIVES BUSINESSES THE ADVANTAGE OF BEING ABLE TO COMMUNICATE ONE ON ONE WITH THEIR TARGET AUDIENCE. THESE FORMS OF LITERATURE CAN INCLUDE: O BROCHURES 92% 48% O CATALOGUES O NEWSLETTERS OF DIRECT MAIL LAST YEAR WAS OPENED TOOK ACTION AFTER SALES LETTERS RECEIVING DIRECT MAIL WHAT ACTION WAS TAKEN AFTER RECEIVING DIRECT MAIL? 14.2m 10.5m 2.8m 3m BOUGHT USED A VOUCHER TRIED A NEW MADE AN PRODUCT OR SERVICE ENQUIRY BY PHONE SOMETHING HOW IS DIRECT MAIL RELATED TO DATA PROTECTION? DATA PROTECTION LAWS GOVERN THE USE OF PERSONAL INFORMATION FOR USE IN DIRECT MAIL CAMPAIGNS BY BUSINESSES AND OTHER ORGANISATIONS. BUSINESSES MUST COMPLY WITH THE FOLLOWING TO BE ABLE TO USE PERSONAL DATA: DATA MUST BE PROCESSED FAIRLY AND PROCESSED FOR ONE OR MORE SPECIFIED AND LAWFUL PURPOSES LAWFULLY ADEQUATE, RELEVANT AND NOT EXCESSIVE ACCURATE AND KEPT UP TO DATE KEPT NO LONGER THAN PROCESSED IN LINE WITH THE INDIVIDUAL'S RIGHTS IS NECESSARY NOT TRANSFERRED KEPT ALL DATA SECURE OUTSIDE THE EUROPEAN ECONOMIC AREA UNSOLICITED DIRECT MAIL IS ONE OF THE MAIN SOURCES OF COMPLAINTS FROM INDIVIDUALS. THE CHARITY SECTOR ALONE HAS SEEN GRIEVANCES AGAINST ADDRESSED DIRECT MAIL INCREASE 36% YEAR ON YEAR TO 16,996. DO PEOPLE LIKE PROVIDING THEIR DETAILS FOR MARKETING? CONSUMERS ARE REGULARLY ASKED TO PROVIDE THEIR PERSONAL DETAILS TO COMPANIES TO BE USED FOR MARKETING PURPOSES. BUT WHAT DO THEY REALLY THINK ABOUT GIVING UP THEIR DATA AND ARE ATTITUDES CHANGING? THE GRAPHIC BELOW SHOWS WHICH AGE GROUPS ARE HAPPY TO PART WITH THEIR PERSONAL DETAILS: 41% 56% 55% OVER 55s 35-54 18-34 REGULATION OF THE DIRECT MAIL INDUSTRY MAILING HOUSES THAT PRODUCE DIRECT MAIL SHOULD BE A MEMBER OF THE DIRECT MARKETING ASSOCIATION. THE DIRECT MAIL ASSOCIATION (DMA) HAS A CODE IN WHICH ALL MEMBERS MUST ADHERE TO. THE CODE HAS FIVE PRINCIPLES: 1 2 3 4 PUT YOUR CUSTOMER FIRST RESPECT PRIVACY BE HONEST AND FAIR BE DILIGENT WITH DATA TAKE RESPONSIBILITY ACCREDITATION IN THE DIRECT MAIL INDUSTRY ALL REPUTABLE MAILING HOUSES SHOULD HAVE ISO 9001 AND 14001 ACCREDITATIONS. BAKER GOODCHILD HAS BOTH. 1,111,698 267,457 ISO 14001 ISO 9001 APPLIES TO QUALITY MANAGEMENT ACCREDITED BUSINESSES WORLDWIDE APPLIES TO ENVIRONMENTAL CONDUCT ACCREDITED BUSINESSES WORLDWIDE ROYAL MAIL: PARTNERS IN QUALITY MAILING HOUSES CAN ALSO RECEIVE AN ACCREDITATION FROM THE ROYAL MAIL'S PARTNERS IN QUALITY PROGRAM (BAKER GOODCHILD IS ACCREDITED). THIS PROGRAM SETS OUT STRICT CRITERIA FOR THE PRESENTATION OF MAIL. COMPANIES ACCREDITED BY ROYAL MAIL HAVE THEIR QUALITY UNDER CONTINUED REVIEW. THE DATA PROTECTION ACT 1998 ALL MAILING HOUSES SHOULD ALSO BE REGISTERED UNDER THE DATA PROTECTION ACT 1998. THE INFORMATION COMMISSIONERS OFFICE (ICO) IS A UK AUTHORITY SET UP TO UPHOLD INFORMATION RIGHTS IN THE PUBLIC INTEREST AND SÀFEGUARD PERSONAL DATA. THIS ORGANISATION IS INVOLVED IN DEVELOPING POLICIES, REGULATION, MONITORING COMPLIANCE AND HANDLING COMPLAINTS IN THE DIRECT MARKETING INDUSTRY. AL41444441 MORE THAN 37,000 ORGANISATIONS ARE REGISTERED WITH THE ICO BEST PRACTICE TIPS FOR DIRECT MAIL DATA THE USE OF POOR/ INACCURATE PERSONAL DATA CAN HAVE A NUMBER OF IMPLICATIONS FOR MAILING HOUSES CONDUCTING DIRECT MAILING INCLUDING: LOW RESPONSE RATES UNNECESSARY COSTS LOW RETURN COMPLAINTS ON INVESTMENT DAMAGE REPUTATION HERE ARE BEST PRACTICE TIPS FOR GOOD DATA MANAGEMENT TO HELP YOU AVOID THESE PROBLEMS: ABIDE BY THE LAW KEEP YOUR DATA CLEAN AND UP TO DATE KNOW YOUR READER AVOID SENDING OUT TO KEEP YOUR MAIL RELEVANT, IT IS IMPORTANT THAT YOU MAKE SURE THAT THE PERSONAL DATA YOU COLLECT IS ACCURATE, UNSOLICITED DIRECT MAIL AND GIVE INDIVIDUALS A CHANCE TO CHECK OTHER INFORMATION "OPT OUT' MAKE SURE ANY ABOUT YOUR RECIPIENT SUCH AS ALWAYS PROCESS RETURNED MAIL AND ENSURE YOUR DATABASE IS UPDATED PERSONAL DATA YOU STORE AND USED IN DONE SO IN LINE WITH THEIR DATA OF BIRTH, GENDER AND MARITAL STATUS BEFORE SENDING OUT DIRECT MAIL. ACCORDINGLY. THE DATA PROTECTION ACT. Sources: Source: http://www.iso.org/iso/news.htm?refid=Ref1686 http://dma.org.uk/uploads/Print%20tracking%202013%20report_53f6ffec5ec55.pdf http://www.mycustomer.com/news/complaints-about-charity-marketing-tactics-rise http://www.royalmail.com/marketing-services-regular/choose-your-medium/building-a-business-case bakergoodchild bakergoodchild.co.uk

Keeping Your Data Safe

shared by craigscott29 on Nov 28
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If your mailing house is registered under the Data Protection Act 1998, you’re in good hands. Being a member of the Information Commissioners Office (ICO) is a good way to ensure that everyone is co...

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