Two-thirds of small businesses are still not prepared for the GDPR despite the implementation of the data legislation being just around the corner on 25th May.
An instantprint survey of small businesses across the UK revealed that less than 34 per cent of respondents were ready for the changes.
It gave insight into the broad range of queries and general lack of understanding over 1,300 small business owners feel they have about GDPR.
BusinessCloud is holding a breakfast event on the topic next week – ‘The golden rules of GDPR’ – where speakers will offer practical examples of how to make the most of the new opportunities, from cleansing databases to building trust
The survey found that 40 per cent of small businesses will need to reprint their marketing materials to be compliant, costing more than £2,200 on average.
Email is the preferred marketing method amongst SMBs, with 61 per cent currently utilising it. On average 60 per cent of small businesses use flyer distribution whilst 40 per cent make use of direct mail.
Those businesses currently using direct mail and flyer distribution claim it to be 50 per cent effective for achieving their marketing goals.
With 73 per cent of SMBs yet to write to customers and prospects requesting explicit consent, instantprint predicts a shift from SMBs using email marketing to direct mail and flyer distribution once GDPR’s tighter restrictions take effect.
James Kinsella, director of instantprint, said of these survey findings: “They indicate that more small businesses are going to use direct mail and flyer distribution in a post-GDPR world, as a team we have to continue to develop ways to empower those SMEs to use these methods to their advantage.
“As the survey suggests, the introduction of the new GDPR legislation is going to have unavoidable financial implications on small businesses.
“Despite this GDPR does provide opportunities, compliancy will highlight your business’ trustworthy and ethical practices when it comes to marketing communications and the handling of personal data.
“Compliancy is going to reinforce and strengthen your credibility with not only your customers but also suppliers and partners.”