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 Back to 2nd Qtr News
Direct Mail Still Tops May 2004 In the wake of the National Do Not Call list and Can-SPAM, the future of direct marketing is rapidly changing. With hefty fines waiting for marketers who ignore the new legislation and privacy issues at an all time high there is some question as to the fate of direct mail too. At least in the short term, these new laws are actually good for direct mail. A direct marketer who cannot call or e-mail prospects will likely turn to direct mail. The United States Postal Service recently said there would be no postal increase until at least 2006, so we can depend on direct mail for stability for a few more years. There has been some commentary calling for a Do Not Mail list to accompany recent legislation. What many people do not know is the Direct Marketing Association has maintained such a list for a number of years. The Mail Preference Service is offered to companies to remove specified names and addresses from mailing lists. All members of the DMA are required to scrub their lists against the Mail Preference Service, but it is also available to non-members. The Mail Preference System is not new. Still, there is no overwhelming participation like we have seen with the recent Do Not Call list. That is because while still a personal medium, direct mail is not as intrusive as other forms of direct marketing. A letter will never interrupt your dinner or call during your favorite TV show. Direct mail will not bombard your inbox or send you a crippling computer virus. In fact, people still like getting mail! Direct mail is now the number two advertising channel for American marketers. Direct mail offers some of the highest return on investment profits among advertising channels, which means somebody must be reading it. Direct mail is a long-standing advertising medium with a definite spot in today's culture. It has survived technological advancements and marketing innovations. And it is the only marketing tool that guarantees delivery to your customers' home and gets your message in their hands. |
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