In an era dominated by digital marketing, it might seem counterintuitive to discuss the humble leaflet. However, when combined with a strategic data-driven approach, leaflets can be a powerful tool to enhance marketing efforts, especially in light of increasing privacy regulations and the deprecation of third-party cookies.
Leaflets & GDPR
What is GDPR?
GDPR (General Data Protection Regulation) came into effect in 2018 to improve the protection of individual personal information online and offline. This regulation changed how businesses could legally collect, store, share, and retain customers' personal information. GDPR’s impact has been widespread, as advertiser’s must be continuously clearer about what and how they want to use data, which affects first-party and third-parties alike. In many cases, this has resulted in poorer quality and less data available, making it more difficult to ensure you reach the right audience.
For more information on GDPR check out GOV.uk, IT Governance or the Law Society
What are the rules around leaflet advertising and GDPR?
Now for the good news. Leaflet distribution as a marketing activity does not generally require processing of individuals' personal information, so it does not require explicit consent from recipients under GDPR.
Leaflet distribution is GDPR-compliant when:
- Distributed randomly or to all households in an area
- Using anonymous demographic data to target geographic areas, not individuals
Targeted leaflet distribution can help improve your ROI and make the most of your marketing budget, but if you do use your customer data to target your leaflet drop, you must remain compliant. You should inform recipients about how you use their data and allow them to opt-out, and you may find that it annoys customers that their information is used for direct marketing campaigns if they weren’t aware it could be.
If you want all the benefits of targeted leaflet distribution without extra effort to remain GDPR-complaint, consider Leafletdrop’s targeting tool. We use anonymous government data to identify target demographics within your selected geographical areas. We don’t collect personal information for campaigns, so the only element of GDPR you need to worry about is handling all the new customer data you’ll get from your successful campaign!
Whatever targeting and distribution method you opt for, especially if you choose solus distribution or street distribution, you should check your local law before starting distribution.
Can you use Leaflets for first-party data collection?
While you can use leaflets to collect personal information (e.g., for surveys, competitions, or sign-ups), you must have a lawful basis for processing that data, such as consent or legitimate interest from your audience. Some tips to stay GDPR-compliant in this case:
- Only collect what is necessary for your specific purpose.
- Keep records of consent and be prepared to prove explicit consent if required.
- Always provide a clear and easy way for recipients to opt out of future communications
- For example, you could include the following line: "You've received this mail as a previous customer. If you don't wish to hear from us, you can email [address]."
Adapting to third-party cookie deprecation with leaflets
Marketers love cookies, but the marketing landscape is shifting as third-party cookies are phased out. Much of this momentum stems from Google’s announcement in February 2020 that they wouldn't develop "alternate identifiers" for cross-web user tracking, effectively closing the door on them within their products. After a series of postponements, Google has again pushed back the timeline for phasing out third-party cookies from Chrome, set to begin in 2025.
Why is Google crumbling their third-party cookies?
Public concern over user privacy has been a major factor in the death of third-party cookies. Many users feel these cookies are intrusive, silently tracking their browsing habits across websites without explicit consent. Google's move aligns with the broader trend of tightening regulations to protect user data, including the EU's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
How will this impact marketers?
The big question now is how to respond to the loss of third-party cookies. If your marketing strategy heavily relies on ultra-targeted ads powered by third-party cookies, it's time to brainstorm some new tactics. The key here, as always, is diversifying and exploring alternative methods to reach your target audience.
How can leaflet advertising help in a cookie-less world?
Consider utilising leaflets within your marketing strategy instead of relying on fleeting online ads. Leaflets offer a direct channel to reach your target audiences. They can drive online activity from users that are often too difficult or expensive to isolate and reach by digital channels alone. You’d also be in good company; the IPA's Bellwether Report (Q4 2023) shows a rise in budgets allocated towards more traditional marketing methods, like leaflet advertising.
Here are a few reasons why leaflets can be a game-changer in our new cookieless landscape:
- Targeted: Like targeted ads, you can choose specific locations or demographics to ensure your message reaches the right audience.
- Memorable: Eye-catching leaflets leave a lasting impression, increasing brand awareness and recognition among potential customers.
- Measurable: By including trackable elements like QR codes or unique discount codes, you can measure the effectiveness of your leaflet campaign and see a direct return on investment.
Read more on how effective leaflet advertising can be here!
Don't let the third-party cookie phase-out disrupt your marketing efforts: tap into 30 million UK households, some of which even Google can’t, with Leafletdrop’s smart targeting tool. Set up your campaign as easily as any other digital channel via our intuitive online platform. We take care of the rest - from high-quality printing, expert logistics, and reliable Royal Mail distribution. Whether you're a budding startup or a seasoned industry leader, Leafletdrop offers a cost-effective solution to reach and attract new customers effortlessly.
Using your marketing data for better leaflet advertising
While you must bear in mind the privacy concerns of your audience from all angles (whether GDPR or the loss of third-party cookies), using marketing data can elevate leaflet advertising campaigns to new heights. By implementing data-driven strategies, you can:
- Personalise your message for better engagement: Tailor your leaflets to individual preferences and demographics to increase engagement and drive conversions. More on how to do this here.
- Time your campaigns to land at the right time: Align your leaflet distribution with seasonal promotions and events to capitalise on peak interest.
- Optimise your leaflet advertising: Send out different styles or messages in your leaflets to similar audiences to A/B test and continuously refine your leaflet designs and distribution strategies.
Remember, data is the key to unlocking the full potential of leaflet marketing.
By collecting, analysing, and acting on insights, you can create more effective, targeted, and impactful campaigns. Of course, if you want to save your resources, time, and money, you can work with Leafletdrop for highly targeted, data-driven leaflet advertising, and we will take care of it all for you! Contact our experts today to discuss how we can help take your next campaign to new heights.
