The new direct mail opt-in law that came into effect in Germany in September could soon be implemented throughout the entire marketing and data industries in the UK.

The changes will not prevent brands from sending marketing literature to potential customers, but will restrict them from sending it out to the same mass audiences businesses have been used to.

Currently the direct mail opt-in law has no effect on UK direct marketing, but websites are already debating whether or not it’s only a matter of time until all email and direct mail undergoes stricter legislation than is currently enforced.

The changes in the opt-in law could have a positive impact on the direct mail industry and force it to look at new techniques when targeting consumers, ultimately leading to a better return on investment (ROI).

By having stricter opt-in laws marketers would be guaranteed to only contact warm prospects who were interested in their products and therefore would be more likely to respond.

This would make customers be at the heart of all direct marketing communications and build better relationships in the long-term.

As featured on UTalkMarketing.

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