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Beware of Do-Not-Mail Legislation
Fifteen states have introduced do-not-mail bills in their state legislatures this past year. Most of these are attempts by politicians to capitalize on the very popular Do-Not-Call Registry that became law several years ago and is now regulated by the Federal Trade Commission (FTC). Bill sponsors claim these bills are also aimed at the prevention of identity theft and reducing paper waste.Opposition to these bills has come from the USPS, The Direct Marketing Association and even the FTC. Their efforts caused two bills to be withdrawn in
Montana and Colorado. Those bill sponsors were convinced of the devastating
effects do-not-mail would have on the postal system and mailing industry as a
whole.
In 2006 the USPS delivered 213 billion pieces of mail. About 51% of it was from direct mail. The USPS estimates that do-not-mail legislation could cause a 35% loss of postal revenue. To compensate, First Class postage might double, some local post offices could close and many postal employees would lose their jobs. Paper mills, printers, lettershops, ad agencies, retailers, suppliers and manufacturers would all be adversely affected.
Ironically, it’s the consumer who might be hurt the most. In 2004 the FTC prepared a do-not-email study. They concluded a do-not-email registry could not be adequately protected from spammers. They say that a do-not-mail registry would have to contain much more personal information than just a phone number or email address. It would require a unique identifier…like a driver’s license number or even a social security number. Identity theft - the very thing legislators are trying to prevent - could become easier by creating these directories.
Direct mail marketers can do their part by improving their database marketing
techniques. A mailing that is irrelevant to the recipient irritates many consumers. Targeting only the best prospects can change how they view direct mail. Mailings to the deceased can cause real anguish to someone who has lost a loved one. Removing known deceased names from mailing lists is imperative.
The DMA already maintains a do-not-mail file called Mail Preference Service (MPS) and a Deceased Do Not Contact (DDNC) file. Scrubbing your list against these files can help. Encouraging customers who complain about your mailings to sign up for these lists can also help. Got to www.thedma.org to learn more about these lists. Direct mail marketers need to be more proactive if they want to prevent legislation that could derail the industry.
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