Are you aware of the Do-Not-Mail registry bill? Did you know that Colorado, Michigan, Texas, Washington and another eight states have introduced legislation for constructing a state run do not mail registry? Are you afraid that passing of the proposed registry will restrict the number of direct mail recipients? Did you know that Do-Not-Mail registry carries with it many advantages including enhancement of response rates. Read on to find out what the registry means for you and how you can make the most of it.

Passing of Do-Not-Mail registry at the state level will necessitate creation of state wise databases allowing residents to drop out of direct mail reception. Complaints of junk mail will carry a penalty of $2000 per violation. The registry will reduce the number of possible direct mail recipients but it will simultaneously allow you to target more appropriate audiences, who are more likely to respond. Thus, instead of lowering response rates Do-Not-Mail registry will improve them and save you a significant amount of time and money wasted on targeting wrong clients. Further, you will be able to insert requested information in mails and tailor them to meet client needs. The increased relevance of mail messages will greatly enhance your direct mail success.

To personalize your messages and make mail recipients more receptive to your messages, use latest technologies for direct mail such as VDP (Variable Data Printing). Research indicates that technologies such as VDP can enhance personalization and content relevance to a level that boosts response rates up to 500 percent. Such technologies limit the possibility of losing customers due to inappropriate targeting practices and also raise your return on investment.

To minimize direct mail marketing violations, create lists with specific, complete, precise and up-to-date information and supplementary columns for driving variables using advanced services. A few extra steps will facilitate targeting appropriate audiences, mailing of customized rather than generic messages and mistaken mailings to wrong residents.

Do-Not-Mail Registry was recently taken up by the Senate Consumer Protection and Housing Committee. If it is passed you can expect similar legislations prohibiting mails to listed residents to be implemented throughout U.S. These legislations, however, do not mean that customers will respond negatively to direct mail. Direct mail continues to be the most effective and popular marketing method, as it enables consumers to read and understand product features, benefits and limitations at their own pace without intrusive persuasion from, say telephone callers. If the Do-Not-Mail registry is put in place, customer responsiveness to direct mail can be expected to rise. With decline in the chances of receiving bogus, spam and generic messages, customers are more likely to devote greater attention and show keener interest in direct mails.  

Although Do-Not-Mail registry is likely to invoke a good response from customers in the beginning, you can expect many customers to opt out of the listing within a short time span. Meanwhile, divert all your attention to creating more specific and relevant direct mail campaigns. This practice can greatly increase your direct mail success, with or without the Do-Not-Mail registry.

Tags: direct mail

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