How Legitimate Interest Can Help You Recapture Lost Revenue
If you’re a marketing manager or decision-maker in retail or e-commerce, chances are you’ve invested time and budget into digital marketing channels like Google AdWords and email campaigns. But how often do you find yourself losing potential sales from abandoned shopping carts?
It’s a problem many businesses face—abandoned baskets represent lost revenue that could be recaptured with the right strategy. In fact, many retailers rely on email follow-ups, but the real untapped opportunity lies in direct mail campaigns. These campaigns, particularly when aimed at abandoned baskets, offer higher engagement rates and better conversion potential. However, many businesses are unsure about the legality of using customer data for direct mail—especially under the GDPR.
This is where Legitimate Interest comes in.
What is Legitimate Interest Under GDPR?
There are six lawful bases set out in the GDPR to justify the processing of personal data—Legitimate Interest being one of them. But many businesses are unsure how to apply it, especially when it comes to business-to-business (B2B) marketing communications.
Legitimate Interest can be a highly effective lawful basis for processing personal data in situations like abandoned basket direct mail campaigns. This is because an abandoned shopping cart is a strong indicator that the customer is interested in purchasing the product. As such, sending a follow-up reminder by post is not only permissible under GDPR’s Legitimate Interest clause, but also often more effective than a digital reminder.
Why Digital Alone Isn’t Always Enough
A client in the natural health sector recently expressed that, over the past 18 months, he had been heavily investing in Google AdWords and other digital marketing channels. However, upon reviewing his results, he discovered that the returns weren’t as profitable as expected. He said, “I could say that I’ve been a busy fool.”
It’s easy to get caught up in digital marketing—after all, it’s quick, accessible, and can be highly effective. But if it’s not delivering the ROI you need, it’s time to look at alternative channels. Abandoned basket print and mail campaigns can significantly boost engagement by cutting through digital noise and landing directly in the hands of your prospects.
The Power of Direct Mail in Recovering Abandoned Baskets
One of the main advantages of direct mail is its higher engagement rates compared to digital channels like email. Letters are tangible, harder to ignore, and often stay in the home or office longer than an email stays in an inbox. Multiple studies have shown that direct mail enjoys longer shelf life and higher conversion rates, especially when integrated with digital strategies.
Plus, direct mail provides an opportunity to legally re-engage prospects using the Legitimate Interest grounds of GDPR. Unlike emails, where the rules are stricter, print mail allows you to communicate with customers who have shown an interest in your products but didn’t complete their purchase.
So, How Can You Apply Legitimate Interest in Your Marketing?
You’re allowed to send direct mail to abandoned shopping cart prospects under GDPR’s Legitimate Interest clause. This applies especially in cases where an inquiry or incomplete transaction has occurred—both scenarios are considered Legitimate Interest, which means you have the right to follow up with a physical reminder.
However, many businesses remain unsure about how to fully leverage this opportunity. That’s why we’ve created a comprehensive Guide to Legitimate Interest Assessment to help you understand and apply it effectively.
Download Our FREE Legitimate Interest Assessment Guide
To ensure you’re using Legitimate Interest correctly in your marketing, we invite you to download our FREE Guide to Legitimate Interest Assessment. In this guide, you’ll discover:
- When you can use Legitimate Interest
- Examples of Legitimate Interest in practice
- The 3 stages of Legitimate Interest Assessments (LIAs)
- Tips to remember when applying Legitimate Interest
Bonus: You’ll also receive a Free Legitimate Interest Assessment Template to streamline your process and ensure compliance with GDPR.
📥 [Download Your Free Guide Here]
Don’t Miss Out on Black Friday and Christmas Sales
As we approach the biggest shopping events of the year, such as Black Friday and Christmas, now is the perfect time to prepare your abandoned basket campaigns. During these busy sales periods, abandoned carts skyrocket, and it’s crucial to have a system in place to recover them effectively.
With a solid direct mail strategy using Legitimate Interest, you can capture those missed opportunities and boost your conversions in the most important trading season of the year.
Start planning now to maximise your results. Download our Guide to Legitimate Interest Assessment and ensure your abandoned basket campaigns are compliant and effective.
Direct Mail Delivers for Multichannel Campaigns
While digital channels remain important, diversifying your strategy with direct mail can be a game-changer—especially when it comes to recovering abandoned carts. Using Legitimate Interest as a lawful basis for direct mail ensures your campaigns stay compliant with GDPR, and with the right approach, you can boost engagement and ROI.
If you’re ready to maximise your sales and make the most out of this crucial period, download our Guide to Legitimate Interest Assessment and start implementing these strategies today.