Vol. 8 No. 1

DM News & Tips

FTC tightens Do-Not-Call

As of January 1, 2005, telemarketers must update their list every 31 days. The Federal Trade Commission now requires that businesses use a version of the DNC registry that has been updated within 31 days of the telemarketing call. This is a big change from the 2004 law that allowed DNC lists to age up to three months.

USPS redefines Standard Mail rules

The U.S. Postal Service has spelled out the rules for which personalized mailings can qualify for standard rates. Personal information may not be used in a standard mail piece unless:

• The piece contains explicit advertising for a product or service or solicitation for a donation.
• All personal information is directly related to the advertising or solicitation.
• The only reason for including the personalization is to support the advertising or solicitation in the mail piece.

Who reads direct mail?

A new study shows that direct mail readership has increased to 76% of all adults surveyed. Two demographics really stood out. The highest growth in readership is with women between the ages of 18 and 34 and men age 50 to 64. Two other groups that were very receptive to direct mail are women under 18 looking for convenience and younger baby boomers approaching big life changes.

Idea improves survey responses

Looking for a way to boost responses to a survey? Try this. Offer to donate $1 to a charitable organization for every completed survey received. Companies who have tested this have seen increased response rates. Give survey recipients a choice of several nonprofit organizations. Stay away from political or controversial groups. As an added benefit…this should leave respondents with a more favorable view of your company.

Average response rates increase

Direct Magazine’s annual forecast survey showed that direct mail response rates are on the rise. Respondents reported that house file response rates averaged 16.1% in 2004. Outside rental lists averaged 4.6%. This increase is attributed to mailing smarter through transaction analysis and more sophisticated targeting. Over 50% say they will increase direct mail to customers and prospects in 2005. In contrast, outbound telemarketing will continue a multiyear slide with a decrease of 14% in spending. Even direct marketers don’t want to be called at home. A whopping 62% of DMers have put their home phone on the do-not-call list.