Daily Marketing Thoughts

No More Direct Marketing?

Imagine a world without direct mail. How would you get the word out to potential customers? What would you do differently?

Well in Colorado, and five other states, we may find out. Lawmakers are considering a bill that will create a "no junk mail list".

This means consumers could opt out of junk mail. Anyone mailing to a someone on the list could be fined up to $500 - similar to "no call lists" already in place.

Aren't we taking this all a little too far?

Direct mail promotions aren't cheap for the businesses. If a business chooses to use direct mail, chances are they are putting out several hundred - or even thousand - dollars for the promotion. They are willing to spend the money because it's working for them.

As a receiver, what harm is mail causing? You may have a few pieces a day to go through and throw away, but I'll bet you find something to use along the way. Maybe you're having a party on the weekend, and you save that pizza coupon. Or your favorite store sends you a 20% off coupon for the coming week. I love this kind of "junk mail" and it makes me head out and spend.

Supporters say it will cut down on identity theft. Really? If someone wants to get at your identity, are they really going to look at your pizza coupons? Maybe, but I'll bet if they want it bad enough, they'll find another way.

Supporters also say it will help the environment. This I agree with. We all have to do our part to help reduce waste, and start looking towards a better future. But is junk mail really causing a huge problem with the environment? A lot of junk mail is printed on recycled paper, and a lot of it ends back in the recycle track. Shouldn't we be more worried about disposable diapers and SUV's?

Only time will tell. But for now, I'll be heading to the post office this week with several hundred postcards in hand. They work for me - I received a 3% response rate last week!

Lori

Labels: direct mail, junk mail

posted by Lori O @ 7:34 AM