The Trustworthiness of Direct Mail in the Age of Cybersecurity
Author: Bryan Formhals, Senior Marketing Specialist
Security and privacy are two issues that impact almost every aspect of the way consumers engage with marketing in today’s world. While much of the focus revolves around cybersecurity and consumer data privacy, what happens in one channel has an impact in other channels.
For marketers currently working in direct mail, or considering moving into it sometime soon, it’s important to understand some of the high-level issues revolving around security and privacy, which may not always be obvious on the surface.
In the post, we’ll review how cybersecurity issues impact direct mail, and how agencies like Nahan help marketers navigate tricky security and privacy issues.
Cybersecurity and Data Privacy Are Top of Mind Issues
The inherent security risks around digital interactions are well known at this point. We all know about spam, phishing and data breaches. They make headlines and we’re all trained by our IT departments about these threats.
These days, consumers are faced with potential threats anywhere they interact online, whether that’s clicking on banner ads or a link in an email. The threats are everywhere.
Our inboxes are particularly a prime target which has made us inherently more risk adverse. We look for our billing statements, emails from friends and family and perhaps a few newsletters from trusted brands and media outlets. Anything else is oftentimes viewed suspiciously.
Along with cybersecurity threats, consumers are weary about data privacy and how their information is collected and used by companies. This has made data privacy a hot button political issue with new laws in Europe fundamentally changing how companies can collect data. There could be similar laws in the United States within a few years, making data collection, targeting and analytics more complex for marketers.
In this ever-changing landscape, it’s no wonder that consumers are growing weary of, and have a short attention span for marketing messages. In fact, brands have less than 3 seconds to capture consumers attention with an email message.
So, what does this mean for marketers working the direct mail channel?
Direct Mail is Trustworthy
Direct mail has long been a trusted media channel. It might be common sense, but we know that when we get a piece of mail, it’s probably legitimate. There is no threat to your personal data by opening an envelope or reading a postcard.
Beyond its safety, many consumers actually welcome mail from brands they trust. According to an Epsilon survey, 59% respondents say they welcome and enjoy getting mail from brands to find out about new products.
Effective marketing requires integrated approaches and finding the right channel mix. These days, there’s a lot of uncertainty, and dynamics are always changing which requires smart marketers to be even more data driven. If you’re looking to break through the noise, direct mail is both safe and effective. According to the Data & Marketing association, around 90% of direct mail gets opened compared to 20-30% of marketing emails.
We know that consumers trust direct mail, and it can be a highly effective channel with the right message and offer. However, that trust is built on security and established privacy laws and policies, which are critical to understanding in the direct mail channel.
Direct Marketing Agencies Are Security Partners
Security is a paramount issue in the direct mail channel. Many types of campaigns require companies to share sensitive customer data with their direct mail partners.
With security protocols becoming more stringent to meet increasing cybersecurity threats, direct marketing providers like Nahan need the highest level of commitment to security to ensure consumer privacy.
That’s why Nahan is certified at the highest level by organizations including HIPPA or PCI DSS, SOC2+HITRUST, S2Score (third-party security/risk assessment), PCI DSS, SOC2+HITRUST, HIPAA, CCPA, and GDPR.
Nahan Security Safeguards
At Nahan, we have decades of experience in direct mail industry, working with brands across many industries that require the highest security standards. We’re constantly reviewing our protocols and working with customers to develop new security processes.
We know that protecting our clients’ customer data is critical to building trust, and delivering the results that drive business forward.
Nahan prioritizes security by protecting the confidentiality, integrity, and availability of customer data through multiple layers of technical, physical, and administrative controls including:
Secure file transfer processes including secure transport protocols, Secure FTP (SFTP)
PGP file encryption
Multi-Factor Authentication (MFA) including biometrics
Highly-trained staff with weekly, monthly, and annual security training sessions and modules
Secure online industry-standard proofing application
Customer data access protected with ACL’s, audit trail logging, and file integrity monitoring (if required)
Secure data deletion with Certificate of Destruction (if required)
If you’d like to learn more about growing your business or increasing your ROI through direct mail, get in touch!
Are you currently testing your direct mail programs?
Testing is a key component of any successful direct marketing program. The most impactful direct mail marketers are constantly testing creative, lists, and offers, which enables them to make marketing decisions armed with more insight.
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