How Royal Mail saved home mover marketing from the GDPR graveyard

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The service had been abandoned due to GDPR consent requirements but then reactivated under the legitimate interests justification

The enhanced consent requirements under GDPR have forced many businesses to rethink their marketing strategies. In the case of Royal Mail's Home Mover Marketing Service (HMMS), the regulation seemed to spell the bitter end.

The HMMS is a direct mail marketing campaign that allows brands to target home movers with relevant offers, products and services by drawing on Royal Mail's insights.

It combines mover contact and address data from Royal Mail's Redirection Service with property data from Zoopla to understand when people are moving house and to identify their purchase triggers. Businesses use this data to contact consumers when they're most likely to purchase move-related goods and services, from home insurance and broadband packages, to furniture and appliances.

The service exploits a lucrative marketing opportunity. Royal Mail estimates that 11 percent of the UK's population move home every year, spending an average of £9,000 on their new property within six months of the move. Across the country, over £9 billion is spent on move-related goods and services and over £7 billion on home improvements within 12 months of people moving house.

Royal Mail's unique view of the mover market had created a distinctive marketing service, but the introduction of GDPR threatened to bring it to an end. Under GDPR, the use of personal data and sending unsolicited marketing communication looked likely to require explicit consent from each consumer.