Whistl launches GDPR compliant Partially Addressed Mail solution for advertisers

By Chris Dawson October 23, 2019 - 11:05 am

Whistl Doordrop Media has launched its GDPR compliant Partially Addressed Mail (PAM) solution for advertisers, as part of their audience targeting and leaflet services offering, following a successful trial.

The industry wide PAM solution was developed to enable advertisers to continue to prospect consumers directly without compromising the GDPR legislation that came into effect in 2018. Instead of using personal details, that may not have received recipient approval, advertisers can use titles such as Householder or Fashonista in the addressee space.

Partially Addressed Mail is an ideal way to send out leaflets or catalogues and whilst not all online businesses produce printed literature, they can still be highly effective and, with increasing rarity, a tool in many retailers arsenal.

“By targeting households using geo-demographics at postcode level (c.15 households) advertisers can create campaigns that have lower postage costs, significantly reduced data costs and a 30% greater reach than a traditional fully addressed advertising item.
As Whistl DDM is the market leader in audience targeting through the letterbox, we can work with brands and charities to create highly targeted mailings that result in excellent conversation rates.
Thanks to JICMail, the audience measurement project for the mail industry developed by Whistl and Royal Mail, we know that PAM stays in the home for 7 days, of which 88% are read. Combined with traditional door drop or direct mail, PAM can be an effective tool in a fully integrated letterbox-based advertising campaign. Our charity client Blind Veterans used PAM and recruited the same amount of donors it would expect to recruit during a traditional direct mail campaign but at a lower cost per acquisition.”

– Mark Davies, Managing Director, Whistl

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