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Gwent-based print specialists Lexon see business benefits to GDPR changes

As the new GDPR guidelines make it more difficult for companies to make such effective use of online marketing channels, Gwent-based digital print specialists Lexon predict that many businesses will revert to direct marketing and door drops as a solution.

Leaders in the latest print technology – producing the industry’s highest quality print with digital inkjet technology – Lexon prides itself on creating and implementing integrated print solutions; from commercial print & packaging to point of sale.

The company has produced its own booklet detailing exactly what the new guidelines mean and the opportunities they actually create for the print sector.

Speaking about these latest developments, Lexon commercial director Dominic Hartley said:

“Under GDPR, companies can still contact people via post, as long as they can create a reasonable argument for legitimate interest. An example could be if people have purchased from them before or previously expressed an interest in their services. So, we expect to see a significant increase in sales for flyers and leaflets when GDPR becomes effective.

“We have also already seen a spike in orders for door drop mailers as this marketing method doesn’t require any data handling.

“In a study by Royal Mail, 92% of people who received direct mail were driven to online activity, 87% were influenced to make online purchases, and 54% engaged on social media.

“We will ensure that any company who comes to us for a direct mail service has had their data MPS (Mailing Preference Service) cleansed and it enables people who don’t want to receive unsolicited mail to have their names and addresses removed from marketing lists – we see some great commercial opportunities ahead!”