Offline Marketing: Enhancing Lead Generation with Postal Data

Offline Marketing: Enhancing Lead Generation with Postal Data

As online marketing methods continue to dominate the industry it’s easy to overlook the many advantages of offline marketing channels. However, postal lists in particular remain an excellent option for lead generation, delivering a diverse range of data that can be easily customised to suit different marketing goals.

What Is Postal Data?

The term ‘postal list’ refers to a set of postal data collected through lead generation techniques such as consumer lifestyle surveys. Here at Seawave Media, we deliver postal lists via verified data aggregators and affiliates who provide fully compliant data that meets strict EU standards.

Postal lists can be adapted using a huge variety of different categories of information, from age and demographics to employment details and income. This array of consumer lifestyle data enables businesses to ensure they’re investing in accurate lead generation, adapted to their campaigns.

Why Combine Lead Generation Methods?

For some companies, the use of postal lead generation services is vital to the success of their marketing campaigns. Consumer data providers such as Seawave Media offer these companies accurate and fresh postal lists to enable successful postal marketing campaigns to get underway.

Digital marketing is the most common method of growing a business and often commands the biggest investment from marketing teams these days. However, the combination of online and offline marketing can help businesses to capitalise on their online marketing success.

Postal campaigns, for example, are an efficient method of following up successful email marketing to increase customer engagement. Conversely, some businesses choose to follow up a postal campaign with an SMS or email campaign that can boost engagement and increase response rate.

By combining lead generation techniques ahead of campaign implementation, marketers can ensure each data collection reflects the same goal and target market, boosting the chances of success and improving return on investment (ROI).

Postal Lists at Seawave Media

Seawave Media has years of experience with postal lists. Our lead generation techniques ensure we provide businesses with fully compliant opt-in data that can be easily customised to increase overall ROI.

We provide businesses with a choice between more than 40 different selects across a wide range of industries including finance, home, motor and travel, adapting to individual business sales strategies to generate leads that match your needs, and your budget.

Seawave is also happy to discuss business strategies with marketers to help you decide which lead generation channels will be best for your business. We encourage marketers to use postal lists as both standalone leads and as additions to alternative lead generation channels, boosting the effectiveness of online campaigns and increasing overall cost efficiency.

June 21, 2016 / Uncategorized

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Offline Marketing: Enhancing Lead Generation with Postal Data

In May 2018, the new GDPR regulations become enforceable for all countries operating within the European Union. The new legislation establishes stringent changes to the way companies collect and process data and even more stringent consequences for those companies that fail to make their data fully compliant. And there’s not much chance that Brexit is going to make any difference; the regulations will become firmly established into law by the time we’ve left, and show little chance of being repealed afterwards. So, if you’ve not already optimised your consumer data processing practices, it’s time to start.

Opt-in data changes under the GDPR

One of the most profound changes that the GDPR will establish is in the way that businesses collect data. Whereas before you could operate under an opt-out policy, ensuring customers had to specifically declare that they didn’t want their data processed, now the opposite is the case. An individual now must actively volunteer their data, with tick boxes being the preferred method. Here are some other details the GDPR specifies:
  • As a default, tick boxed should be un-ticked. There should be further options available that allow the user to select the type of marketing correspondence they wish to receive; email, phone or mail.
  • The data subject is permitted to opt out of data processing at any point after opting in.
  • Consenting to data collection should not be a condition of service.
  • Sending someone an email to ask them for marketing permission is not permissible.
These changes will create profound challenges for companies looking to generate leads from marketing. What’s more, there’s a maximum fine of up to 20 million Euros, or four per cent of global turnover payable for a breach of these regulations; a figure that’s easily enough to send smaller firms into administration.

How to demonstrate data compliance

If companies choose to continue processing their own data after May 2018, there are a number of policies they will have to implement in order to demonstrate their GDPR compliance: • Appoint a data protection officer if at all feasible. • Carefully record and document all data processing activities. • Implement data minimisation and ‘pseudononymisation’ guidelines that adhere to the new regulations. In short, the data protection regulations that come into force next year are a minefield. The entire document clocks up just under a hundred individual articles that need to be adhered to.

Fully compliant data experts at Seawave

The team here at Seawave Media have a professional and comprehensive knowledge of the GDPR and other data protection regulations. It’s of vital importance to us that we operate to the highest data protection standards, and provide the most optimised and highest quality data possible within these regulations. Our goal is to ensure every legal box is ticked, while still providing you with high value consumer lifestyle survey leads that deliver a great ROI.

Contact us today to find out more about how we can help optimise your lead marketing strategy, both right now and after the GDPR regulations come through in May next year.