GDPR - a year on! What have we learnt? - ONEPOST
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ISSUE 81 � SUMMER 2019
NEWS AND VIEWS FROM ONEPOST
GDPR – a year on!
What have we learnt?
WELCOME
Welcome to the latest issue of Post Impressions.
We are now well into our third month as being part of The Delivery Group
family, and we’re delighted that our customers are beginning to enjoy
the increased range of services and effi ciencies we can now offer (see
page 15).
Can it really be a year since the GDPR came in force? DMA research
shows that marketers generally feel that its effects have been neutral or
positive (see page 6).
New research has found that direct mail is rated more highly by
consumers than by marketing departments (see page 5).
And are you in a ‘happy place’? Check out the Royal Mail Happiness Index
(see page 12).
Please follow us on Twitter @ONEPOST_UK and check our LinkedIn
company page.
We do welcome your feedback, so please call us on 0800 138 3551 or
email marketing@onepost.co.uk with your thoughts.
Best wishes,
Graham Cooper
Director
ONEPOST
Post impressions is a great source of information
for the postal sector, you can download back
issues by scanning the QR code or visiting:
www.onepost.co.uk/library/post-impressions
T 0800 138 3551 Marine View Office Park
F 0844 249 2912 42 Martingale Way
E info@onepost.co.uk Portishead
W www.onepost.co.uk Bristol BS20 7AW
Part of
CONTENTS ISSUE 81 | SUMMER 2019
04 INDUSTRY RESEARCH 09 SECTOR FOCUS: 12 INDUSTRY RESEARCH
MAIL ORDER
Report looks at global packaging Royal Mail Happiness Index
trends and defines the Online shoppers dislike slow highlights the happiest places to
opportunities and challenges delivery times and want same live in the UK.
day delivery in the near future.
13 INNOVATION
faced by manufacturers, brands
and retailers.
Consumers disagree with
10 SECTOR FOCUS: Electric distribution fleets
PUBLISHING continue to grow with Royal
marketers on their preferred
The periodical publishers’ group Mail trials and DPD Ireland
communication channels.
has been encouraging carbon introducing environmental
06 REGULATORY efficiency for many years and its
Carbon Calculator helps show
parcel deliveries in Dublin.
A quarter of marketers feel
that the new European data
where improvements can be
made.
14 PEOPLE
protection rules have actually One of the country’s most
helped them serve customers
better.
11 SECTOR FOCUS:
respected experts in data
marketing and data protection
RETAIL
has died.
08 NEWS Many online shoppers feel
that many so-called personal 15 NEWS
Take a look at these Royal Mail communications are really just
Wholesale products for high New enhanced group will
mass marketing messages made
volume mailings. offer competitive pricing and
to look personal.
excellent customer service –
with access to a wider range of
services.
CONTRIBUTORS
ONEPOST Director Graham Cooper Eric Austin is an independent direct Experienced agency-side account
was a founder Board Member of the marketing consultant, who until director Paul Fulton now works as an
Direct Marketing Association (DMA) recently chaired the DMA Financial independent copywriter and
and has represented the industry in Services Council (for over 8 years). creative consultant.
negotiations with Royal Mail as well Eric is a fellow of the Institute of
as working on the Mailing House Direct & Digital Marketing (IDM).
Council and Postal Affairs Committee
for many years.
ISSUE 8 1 WWW.ONEPOST.CO.UK 3
INDUSTRY RESEARCH
New report identifies top
trends in packaging for 2019
REPORT LOOKS AT GLOBAL PACKAGING TRENDS AND DEFINES THE
OPPORTUNITIES AND CHALLENGES FACED BY MANUFACTURERS,
BRANDS AND RETAILERS
A product’s packaging communicates many This phenomenal rise brings with it a
things – from what the product can do for unique set of challenges – but also brings
your customers – to your company’s values. a range of marketing and environmental
Some would argue that the packaging is opportunities as companies think about the
as important as the product itself so it’s a next generation of packaging.
crucial marketing and communication tool
The issue of sustainability has been high on
for your business.
the agenda for the packaging industry for
That’s why the Mintel ‘Global Packaging years, but it’s only recently that increased
Trends 2019’ report is an interesting read for consumer awareness has forced companies
anyone who uses packaging. to push it to top priority.
Mintel’s report looks into the global While many brands shout out their
packaging industry, and highlights the top commitment to using 100% recyclable
trends shaping this fast-moving sector. materials, claims to include recycled
Key findings: content in packaging are still rare.
It’s generally acknowledged that the According to Mintel’s research, greater
biggest trend shaping the packaging clarity on the parts of food packaging that
industry is the rapid rise of e-commerce. can be recycled, is the top factor that would
With global e-commerce sales reaching encourage consumers to recycle more
more than $2.1 trillion in 2017 and frequently.
expecting to reach $3.8 trillion by 2021, the
vast amounts of packaging required to keep
up with such consumer demand is affecting
all aspects of packaging – from the design
of the box to the incorporation of new
technology into the supply chain.
4 ONEPOST POST IMPRESSIONS
INDUSTRY RESEARCH
Are brands missing a trick
with Direct Mail?
CONSUMERS DISAGREE WITH MARKETERS ON THEIR PREFERRED
COMMUNICATION CHANNELS
Back in April the Direct Marketing (54%), followed by post (33%) and then
Association (DMA) published ‘Customer via online and social media (both 14%)
Engagement 2019: Marketers’ view’. • And with retention strategies social media
One of the key findings of the report was also appears over-appreciated – with postal
that marketers are potentially missing out communications under-appreciated by
on building closer customer relationships marketers.
– and boosting revenues – by failing to DMA Head of Insight Tim Bond said:
embrace direct mail in their engagement “Consumers are clearly receptive to new
strategies… and relying too much on ways for brands to communicate with them,
channels that consumers do not welcome! as long as at is convenient, personable and
The research asked consumers and relevant. The plethora of marketing channels
marketers for their opinions on the most now available to marketers means that
effective marketing channels out of eight not only is it essential to get the balance,
options: face-to-face, post, email, text, timing and combination right, they should
social, phone, messenger apps and online. not overlook more traditional methods that
competitors may have started to neglect.
When thinking about channels used
specifically to attract new customers: “Successful brands will be those that can truly
• Marketers over-valued the effect of social put their customers’ needs and preferences
media. With 28% of them rating social as first. By understanding their contact
one of the top two acquisition channels, preferences, brands can offer customers the
ahead of email (18%), face-to-face (16%) right opportunities at the right time.”
and online (10%) If you would like any assistance with putting
• However, consumers said they prefer to your direct mail campaign together, please
hear from new brands primarily via email do get in contact with us here at ONEPOST.
ISSUE 8 1 WWW.ONEPOST.CO.UK 5
REGULATORY
GDPR, one year on… what
have we learnt?
A QUARTER OF MARKETERS FEEL THAT THE NEW EUROPEAN DATA
PROTECTION RULES HAVE ACTUALLY HELPED THEM SERVE
CUSTOMERS BETTER
We have now passed the one year BENEFITS OF GDPR
anniversary since the European Union’s For individuals, GDPR has given greater
General Data Protection Regulation (GDPR) control over how our data is being used
came into effect on 25 May 2018. for marketing purposes, and proivides the
WHAT HAVE WE LEARNED OVER THE following rights for individuals:
LAST YEAR? • The right to be informed
According to the latest research from the • The right of access
Direct Marketing Association (DMA) ‘Data • The right to rectification
privacy – An industry perspective’ the
• The right to erasure
impact may not have been as dramatic as
many envisaged. • The right to restrict processing
• The right to data portability
• 52% of marketers thought GDPR had not
had an impact on their ability to meet • The right to object
consumers’ demands • Rights in relation to automated decision
• 26% would go further and agree that the making and profiling.
regulation has actually helped them to The right to erasure and access to data held,
serve customers better has really given the individual greater power
• The proportion of marketers who feel the and management of their own data.
benefits of GDPR outweigh the costs has
also doubled from 16%, prior to May 25th
2018, to 32% in the most recent study.
6 ONEPOST POST IMPRESSIONS
Although the thought of erasing optimistic about the benefits of it.
names from lists was initially met with Marketers who intend to build sustainable
apprehensible by marketeers, GDPR relationships with consumers based
simply gave marketing departments the on the principles of GDPR, honesty and
opportunity to communicate with new transparency will reap the rewards.”
and old customers alike and ask the simple
AN OPTIMISTIC FUTURE WITH GDPR
question – “Do you want to hear from us?”
Organisations are also beginning to
NEW OPPORTUNITIES FOR DIRECT MAIL understand that GDPR is more than just
IN A POST GDPR WORLD an obligation. With GDPR, businesses can
Remember that it is ‘legitimate interest’ streamline their marketing activities, ensure
that has presented an opportunity for they are communicating with only those
direct mail as the issue of ‘consent’ is that wish to be communicated with, and
different here – compared with other concentrate their resources on utilising the
communication channels. most effective marketing communication
methods.
• Statistics are showing that direct mail
spend has fallen since GDPR, but it is widely Returning to the DMA report, there is also
expected that investment will grow again positive news as marketers believe their
as the impact of GDPR settles further. businesses will experience long-term
benefits from GDPR, with the number
• Direct mail is a proven effective tool for
who state it will negatively impact their
reaching new customers and marketing
organisation falling from 56% in the
departments are rediscovering the
previous survey to 41% since the law came
power of the ‘personal touch’ and the
into force.
cost effectiveness of direct mail.
If you want to discuss any of your future
This optimism is picked up by Chris mailing ideas or just want advice on any
Combermale, DMA Group Chief Executive Royal Mail incentives and cost saving
who said; “GDPR is the gold standard of data initiatives, please get in touch with the team
protection laws and so it is encouraging here at ONEPOST.
to see marketers becoming increasingly
ISSUE 8 1 WWW.ONEPOST.CO.UK 7
NEWS
Could you make significant
savings on your postage
with Advertising Mail?
TAKE A LOOK AT THESE ROYAL MAIL WHOLESALE PRODUCTS FOR
HIGH VOLUME MAILINGS
Here at ONEPOST we know that you’re Service (MPS). Royal Mail Postal Address
working tirelessly to deliver more for your File (PAF) and your own internal opt-out
budget. Fortunately, there are significant suppression file
savings available to help you cut costs with • A Royal Mail seed must be included in
your direct mail. Here are just two examples your mailing.
of products that might be suitable for your RESPONSIBLE MAIL
business. This is also a Royal Mail Wholesale (RMW)
ADVERTISING MAIL service that is available to Advertising Mail
This is a Royal Mail Wholesale (RMW) service customers, and provides the opportunity
designed to help businesses save money to benefit from lower prices by posting
on marketing campaigns. If your business environmentally-friendly direct mail.
sends Direct Mail promoting the sale or What are the benefits to customers?
use of products or services, or perhaps to Businesses have the opportunity to benefit
encourage, contribute or support a cause, from lower prices and increase return
then this could be an ideal way to reduce on investment, while demonstrating
your mailing costs. their environmental credentials to their
What are the savings? own customers and contributing to their
There are significant savings to be achieved Corporate Social Responsibility (CSR) score.
on Letters and Large Letters when you use What are the environmental benefits?
Advertising Mail. Customers improve the targeting of
What types of mailings are eligible? their mailings by effective use of data
• Letter or Large Letter format management. This ensures that mail is sent
• Minimum of 4,000 items to up-to-date and relevant address lists to
• You must be able to demonstrate avoid wasted mail.
campaign data has been run (in last 30 If you would like more information or
days) against the Mailing Preference assistance with these products, please do
get in contact with us here at ONEPOST.
8 ONEPOST POST IMPRESSIONSSECTOR FOCUS: MAIL ORDER
For online consumers,
speed of delivery is top
priority
ONLINE SHOPPERS DISLIKE SLOW DELIVERY TIMES AND WANT
SAME DAY DELIVERY IN THE NEAR FUTURE
As online retailing continue to rise, the When asked what drew them to shop
pressure increases on retailers to deliver online, the top answers were ‘it’s easy’
items to customers speedily. (21%), ‘I can compare prices/products
across different stores quickly’ (19%) and
According to a recent study, ‘same day
‘better deals to be had’ (17%).
delivery’ is the single feature that’s desired
by online shoppers. Conversely, the things Britons disliked most
about shopping online were ‘slow delivery
The study, conducted by affiliate network
times’ (26%), ‘not being able to check sizing’
Awin asked 2,000 UK adults, who all
(23%) and ‘it isn’t sociable’ (16%).
shopped online, what they most wanted
and what they most expected to see AMAZON DELIVERING FASTER
happen in the next five years. Meanwhile Amazon USA has announced
The study reported: plans to spend $800 million to cut shipping
times to one day for Amazon Prime
• 64% named same-day delivery members. Chief Financial Officer Brian
• Followed by drone or robot delivery 49% Olsavsky said Amazon was investing heavily
• Basket predictions and auto re-ordering to make Prime shipping faster. “This is all
was popular with 52% about the core two-day offer evolving into a
free one-day offer.”
• Virtual changing rooms scored highly at
49% Olsavsky described the initiative as “the
• Interestingly the concept of payment best deal in retail”.
using cryptocurrency ranked high at 39%. ONEPOST are sure that other retailers will
be looking to follow suit – watch this space
for updates.
ISSUE 8 1 WWW.ONEPOST.CO.UK 9SECTOR FOCUS: PUBLISHING
PPA urges publishers to
start preparing for rapid
decarbonisation
THE PERIODICAL PUBLISHERS’ GROUP HAS BEEN ENCOURAGING
CARBON EFFICIENCY FOR MANY YEARS AND ITS CARBON
CALCULATOR HELPS SHOW WHERE IMPROVEMENTS CAN BE MADE
The recent publicity on protests and strikes Members participating in PPA’s Sustainability
about environmental issues has certainly Group (SAG) have been working with the
brought the topic of climate change back to PPA’s Carbon Calculator to understand the
everyone’s agenda. drivers and pinch-points behind the carbon
impact of their products and services.
It now seems possible that the call to declare
a climate change emergency will be heard. Publishers have found that factors
If this happens then we will all be involved in significantly affecting the footprint include
urgent action to decrease the type of paper used, the pagination of
global emissions to fall by the publication, their specific distribution
45% from 2010 levels by model and the unsold level for newsstand
2030, reaching ‘net zero’ magazines.
by 2050.
Other publishers were surprised to learn that
While many sectors might be not be the carbon impact of their digital services
prepared for such dramatic carbon is dominated by the energy consumed by
reductions, the PPA has been publicising the the reader. Since, they have implemented
importance of carbon efficiency for many design solutions in their new websites that
years – launching its Carbon Calculator more make consuming their content more energy
than a decade ago. efficient for the reader.
The Carbon Calculator tool is produced as By measuring and understanding their
a benefit for PPA members, helping them carbon footprint, all businesses will be better
understand the implications of climate prepared to face the challenges of reaching
change in their supply chain. It allows a carbon-free economy.
publishers to examine the carbon footprint
Source: Michael Sturges, PPA Sustainability
of every stage of the production process
Advisor
– from sourcing paper to printing and
distribution.
10 ONEPOST POST IMPRESSIONSSECTOR FOCUS: RETAIL
52% of UK shoppers
appreciate the ‘personal
touch’
MANY ONLINE SHOPPERS FEEL THAT MANY SO-CALLED PERSONAL
COMMUNICATIONS ARE REALLY JUST MASS MARKETING MESSAGES
MADE TO LOOK PERSONAL
Those in the direct mail industry have long However, many shoppers said that they still
appreciated the power of personalisation felt they were receiving mass marketing
in targeted communications. ‘The Art of messages, rather than ones created
Personalisation – Keeping it Relevant, with them in mind. The feeling was most
Timely and Contextual’ (The Periscope pronounced amongst French respondents
Study by McKinsey) reveals that just (47%) followed by the UK (42%), Germany
over half of UK adults have signed up for (40%) and the USA (36%).
personalised messages – delivered via SMS, • Popular messages in all four markets
email or social media. were updates on product availability and/
The study looked at how shoppers in the or price, cited by shoppers in France
UK, USA, France and Germany respond in (44%), Germany, the UK and USA (all 42%).
practice to personalisation: • Getting messages from companies they
• 52% of UK respondents said they ‘often’ didn’t know was the top complaint for
or ‘sometimes’ sign up for personalisation USA (41%) and German shoppers (39%).
• The figure for the USA was 55%, with 46% “This year’s findings represents a very clear
in Germany and 44% in France. learning point for retailers and brands –
taking personalisation efforts to the next
level represents a significant opportunity
to drive up consumer engagement,” said
Lars Fiedler, partner and senior solution
leader marketing solutions at Periscope By
McKinsey.
ISSUE 8 1 WWW.ONEPOST.CO.UK 11INDUSTRY RESEARCH
Do you live in the happiest
place in the UK?
ROYAL MAIL HAPPINESS INDEX HIGHLIGHTS THE HAPPIEST PLACES
TO LIVE IN THE UK
Researchers considered eight measures As with England and Scotland, most of
that affect people’s happiness to compile the happiest local authorities in Wales are
the Royal Mail Happiness Index. These situated in the southernmost parts of the
were: reported personal well-being; life country. Taking first place, Monmouthshire
expectancy; average earnings; inequality has the highest life expectancy and
within the area; carbon emissions; crime, earnings in Wales.
levels of deprivation; and access to
With just 11 local authorities in Northern
healthcare.
Ireland, a ranking of the top five provides a
Key findings: better analysis. All top five local authorities
• Winchester is the happiest place to live in have a very similar overall index, making up
the UK and England the outer suburbs of Belfast, Lisburn and
• In Scotland, East Renfrewshire takes the Castlereagh tops the list, thanks to its low
top spot level of carbon emissions and good access
to health service.
• In Wales, Monmouthshire is the happiest
local authority A spokesperson for Royal Mail said “This
new study takes a look at the areas across
• And in Northern Ireland, Lisburn and
the UK sparking the most joy. For people
Castlereagh is number one
across the UK looking to live in or visit the
Winchester in South East England claimed happiest places, there are plenty to choose
the top spot in the UK Happiness Index, from. Royal Mail connects communities and
largely driven by the local authority’s high businesses
earnings, a high reported sense of well-being across the
from residents and low levels of deprivation. UK, delivering
East Renfrewshire tops the Index in Scotland. to nearly
Its high position is significantly affected by a 30 million
high placing in the earnings index. addresses.”
12 ONEPOST POST IMPRESSIONS
Designed by freepix.comINNOVATION
Postal sector playing its part
in a more eco-friendly world
ELECTRIC DISTRIBUTION FLEETS CONTINUE TO GROW WITH ROYAL
MAIL TRIALS AND DPD IRELAND INTRODUCING ENVIRONMENTAL
PARCEL DELIVERIES IN DUBLIN
We reported in our Spring addition that DPD IRELAND TO INVEST 3.2 MILLION
Australia Post, DHL USA and The Delivery EUROS IN ZERO EMISSIONS FLEET
Group in the UK - are trailblazing the use The investment for the green vehicle
of electrical delivery vehicles. Now other project, named ‘ElectriCity’ will include
operators are reporting similar strategies purchasing the electric vehicles, hiring
in a bid to become more efficient and personnel and employee training.
environmentally friendly.
DPD Ireland’s new electric fleet will serve
ROYAL MAIL TRIALLING E-TRIKES the Dublin City Centre area and will
The postal operator is now conducting its comprise of vehicles in a range of sizes from
first ever trial of zero-emission e-trikes for small Paxsters – whose versatile size allows
letter and parcel deliveries. easy movement throughout the city streets
The 1200mm wide x 1968mm high e-trikes, – to the Goupils and Light Duty Vehicles
which are powered by a combination of which will carry larger parcels. The first 10
pedal, solar, battery and brake technology, vehicles of the new electric fleet are already
are specially designed to help postmen on the road.
and women deliver letters and parcels in a ElectriCity will roll out to other urban
“secure and environmentally-friendly way”. locations throughout the country over the
The trial is taking place in next three years.
Stratford, Cambridge and Company Chief Executive Des Travers
Sutton Coldfield and will commented: “DPD is committed to making
last for approximately six every parcel delivered carbon neutral, and
months. After that Royal is doing so by measuring CO2 emissions,
Mail has said it will make striving to reduce them, and by offsetting
a decision on whether to the remaining ones”.
expand the trikes more
widely across the UK.
ISSUE 8 1 WWW.ONEPOST.CO.UK 13PEOPLE
Tribute to Rosemary Smith
ONE OF THE COUNTRY’S MOST RESPECTED EXPERTS IN DATA
MARKETING AND DATA PROTECTION HAS DIED
Early in April, the industry learnt the very sad • Rosemary sat on the DMA board for seven
news that Rosemary Smith had passed away. years and was chair from 2006–2008
Rosemary was one of the most influential • She also chaired the DMA Governance
figures in the data and marketing industry Committee, dealing with all aspects of
and a recognised authority on data privacy in marketing
protection. • Rosemary was also a tutor for the IDM and
Jenny Moseley, who first met Rosemary in was made an Honorary Life Fellow in 2009
the late eighties, led the numerous tributes She was also chair of the DM Trust, a
to Rosemary. Saying; “Rosemary was my member of the Royal Mail Market Reach
best friend, supplier, colleague, mentor Advisory Board and co-founder of the Data
and all-round fun person. I admired her so Protection Network – an online resource for
much and consider her to be one of the privacy officers and those with an interest in
cleverest people I have ever known”. data protection matters.
Rosemary’s industry experience was ONEPOST would also like to add their
legendary and in 2003, she set up her own own tribute to Rosemary – a true industry
company, RSA Direct, and within a year, a stalwart,
separate data protection business Opt-4, one who will
together with Jenny Moseley. Rosemary be fondly
and Jenny are co-authors of the book New remembered
Data Protection Liabilities & Risks for Direct and sadly
Marketers. missed.
Over the years, Rosemary gained huge
respect for her unstinting work for both the
DMA and the IDM.
14 ONEPOST POST IMPRESSIONS Rosemary SmithNEWS
ONEPOST now part of The
Delivery Group
NEW ENHANCED GROUP WILL OFFER COMPETITIVE PRICING AND
EXCELLENT CUSTOMER SERVICE – WITH ACCESS TO A WIDER
RANGE OF SERVICES
As was widely reported in March, ONEPOST
have become part of The Delivery
Group – and we’re very excited about the
opportunities this now affords us to offer
our customers.
ONEPOST are now part of a group that
delivers over 1 billion items a year –
across letters, large letters, packets and unsorted mail machines across the varying
parcels – and employs over 500 staff sites, including 2 located in Luton and one
across seven sites in the UK. We offer UK each in Warrington, Maidstone and Derby
postage solutions that include London – offering not only additional capacity, but
hand delivery, as well as international mail, improved contingency.
fulfilment and parcel distribution.
Additionally we are now able to offer our
As a group, we have a substantial fleet of customers a comprehensive ecommerce
over 100 vehicles. There has also recently product, with an ecommerce packet
been a significant investment in a new Eco and large letters sorter, offering full track
fleet – which you can now see on roads in & trace visibility. International mail has
the brand-new Delivery Group livery. All always been a strength of ONEPOST, and
vehicles have in-cab technology allowing together with The Delivery Group, we have
real-time ETA visibility, ensuring on time an enviable portfolio of options available –
collections and deliveries. including direct delivery and hand delivery
There is a high degree of automation in multiple destinations.
across all Delivery Group sites, which allows ONEPOST are keen to discuss the increased
increased capacity for handling trays, bags options that we can now offer you, so do
and bundles. Together there are now five get in touch to find out more.
ISSUE 8 1 WWW.ONEPOST.CO.UK 15You can also read
