On The Proposed ‘Do Not Mail Registry’

In the past few years it seems that direct marketing has taken a lot of hits, email blacklisting, new postal regulations and rate hikes and the “Do Not Call Registry” that effectively crippled telemarketers. According to the March issue of Deliver, the United States Postal Service’s magazine for marketers, another threat to available outbound marketing channels is looming on the horizon: the “Do Not Mail” registry.

For many, direct mail is the lynchpin of their coordinated marketing efforts and a major source of revenue. To those marketers, a “Do Not Mail” registry would effectively shut them off from their customers and prospects. The origin of this legislation, now pending in 9 states (a total of 11 bills) with more to come, lies in three main consumer concerns according to Jerry Cersale, senior vice president of government affairs for the Direct Marketing Association (DMA):

  • Annoyance at receiving large amounts of unsolicited mail.
  • Concerns that unsolicited mail wastes resources and generates trash.
  • Fears – unfounded says Cerasale – that being on commercial mailing lists increases the threat of identity theft.
  • The currently proposed legislation only allows customers to opt out completely, posing a huge problem for direct marketers, particularly new business by effectively shutting down the prospect pipeline. Cerasale suggests that legislation with more options could bridge the gap, allowing customers to choose how they will be contacted and how often (ex: don’t send the monthly catalog, limit contact to Christmas season).

    To read the article, visit https://www.delivermagazine.com/the-magazine/2008/02/13/do-not-mail/.

    For more information about pending legislation: http://www.the-dma.org/donotmail/ or to learn more about “Do Not Mail” bills and what you can do about them visit: http://www.mailmovesamerica.org/.

    Leave a Reply

    You must be logged in to post a comment.