Marketing and all things related

The Direct Marketing industry just received a serious wake-up call from the Missouri state legislator. Missouri is joining New York and Illinois in introducing “do not mail” legislation. Similar to the National Do Not Call Registry, the proposed legislation would allow residents to opt-out of receiving commercial mail. Exceptions include a company's existing customers, nonprofit groups, real estate and insurance companies and customers who agree to receive promotions. The bill is intend to protect senior citizens from unwanted junk mail, but could have serious consequences for all direct marketers. Violators would face fines of $ 5,000 for every violation. The law will take effect next year.

“These bills are just one more wakeup call for the mailing industry,” said Leo Raymond, director of postal affairs at the Mailing and Fulfillment Service Association in Alexandria, VA. "Every year [do-not-mail bills] are introduced, and people in the business become complacent and think that ... [they] aren't going to go anyplace," he said. "But if you look at other situations where you've had these types of initiatives, eventually they get traction, and they succeed. And I think the mailing industry and the postal service and all of us who depend upon the postal business and the mail for our livelihood are really being shortsighted and foolish if we think this is never going to get anyplace."

DMNews has more information. Marketing Blurb believes initiatives like these are gaining traction, and will serious impact the profitability of direct mail offers. Marketers will be forced to purge mailing lists, lower circulation, and face increased printing and postal expense.