What is Partially Addressed mail?

By Isla Munro

5 minute Read


  • Insight

How to Contact Households While Ticking the GDPR Box

It’s been almost a year since the introduction of GDPR. While some brands have navigated the guidelines confidently and continue to communicate regularly with existing and potential customers, others have been extremely cautious to the point of completely stopping any addressed campaigns.

This is why we’re so excited about Royal Mail’s Partially Addressed Mail™ service. It takes the risk factor out of GDPR, allowing mail to be sent to households using geo-demographics at postcode level rather than personal data. It's a way of getting your message out to a new audience. 

Put simply, you can send mail to homes based their postcode demographic, and with a tailored greeting. For example, if you are a furniture shop and have the data to show three homes in one postcode area bought their sofa from you, you can send all the homes in the area a flier as they are likely to be a similar demographic with similar interests. So, if there is a new range of interior products that are on offer, they can be contacted with this news (in a well-designed piece of print of course!) with a relevant opening line such as “Dear Interiors Lover…”

It’s estimated that for the same budget spend, 30% more households can be communicated with in one mailing, compared to a personalised cold mailing list.

The twelve-month trial has just begun, and we think this could be a budget friendly way to increase reach without losing any sleep over GDPR regulations. If you’d like to find out more or want to know how we can help, please get in touch.

Isla Munro image

About the author

Isla is an experienced Managing Director, marketeer and leader. Driven by creative data led solutions, she takes pride in providing the best direct marketing campaigns and strategies. As Dragonfly’s Managing Director, her goals include delivering growth not just for her clients, but her team too. Isla sits on the Royal Mail Strategic Mailing Partnership board and the DMA Scotland committee and has spoken at many industry events on topics including GDPR and direct marketing.