Promotion Topic Post #3: Direct-Mail Marketing - "Do Not Junk"

I came across this article from the St. Paul Pioneer Press that discusses the return of direct-mail marketing (p. 549). It seems that with all of the recent legislation pertaining to telemarketing (p. 549) and email spam (I think this form of direct marketing is not yet in the textbook, but I'm sure it will appear in the next edition), many companies are turned back towards old-reliable: the mailbox.

Apparently, direct-mail marketing has increased 12% since 1999. Two specific industries noted in the article known for direct-mail marketing are credit card mailing and mortgages. I am sure that many people, myself included, can support that claim for credit card mailings (I, personally, receive at least two offers per day for a credit card).

Direct-mail marketing is a $49 billion industry!! The book explains that direct-mail marketing accounts for 23% of all direct-marketing expenditures and 31% of direct-marketing sales. I found it very surprising to learn that direct-mail marketing actually costs more per thousand people reached than using mass media (i.e. tv, magazines). I wonder if the credit card companies know this???? If not, someone should tell them so I don't have to waste my time shredding so many credit card offers (since you can't just throw them in the trash unopened, or someone might take advantage of that offer for you)

Well, it seems the inevitable is happening: in addition to spam legislation and crackdowns and the "Do Not Call" List, consumer advocates are now pushing to create a "Do Not Junk" list for home mailboxes. I must say, as irritated as I get with so many credit card offers, junk mail doesn't bother me half as much as telemarketing or spam. A "Do Not Junk" list would probably be slightly difficult to get pushed-through. After all, it probably wouldn't be good public relations for yourself if you said, "...please don't send me any of those "Have you seen me?" missing-persons flyers."