If you rely on catalogs and direct mail to reach your customers and if groups like Catalog Choice have their way, then the answer to that question could one day be "no."
There's no law again direct mail right now, but the Catalog Choice group offers consumers a way to opt out of direct mail from specific companies. Some industry analysts are wondering if the movement against direct mail could result in legislation similar to the popular "no call" llists.
Personally, I don't find direct mail to be as personally invasive as telemarketing. If a consumer doesn't want it, they can simply throw it away. In fact, I grew up receiving (and looking forward to) the Sears Catalog each year. (You can see an old ad from the Sears Catalog in the illustration.)
However sending catalogs and mail to people who don't want or need them is a waste of resources. That waste is one of the things that direct mail critics object.
Plus, it's time-consuming to go through a whole stack of mail to pull out the pieces that you really need. I know that I don't enjoy the task.
I can certainly see the downside to direct mail. Both of my children got direct mail credit card offers shortly after they were born. My dog has even gotten a credit card offer!
What can you do if your business relies on direct mail marketing? 
Naturally, you can work with decision-makers to help them understand the impact that a ban on direct mail would have on your business. That's one way to make sure that there are no restrictions placed on direct mail.
Perhaps the best step that you can take, however, is to make sure that your mailing list is targeted to people who are actually interested in your products or services. No one's dog should ever receive a credit card offer! Sending out fewing mailing will save your company money, too.
In addition, you can offer your own opt-out program. Simply include a prepaid business reply card with each of your mailings. If a customer fills it out and sends it in, you remove their information from your mailing list.
What about you? Does your company use direct mail to market its products or services?
Leave a comment and let us know.
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Posted by: Jeff Paul Internet Millions | February 22, 2009 9:10 PM | Permalink to Comment