Do not mail list: The Negative effects

Despite the growth of electronic communications, the mail remains an important vehicle for commerce, advertising, and information exchange. Advertising mail is now under threat. The growing number of Do Not Mail bills introduced in different states is a cause for concern for the mailing community.

In 2007 advertising mail contributed more than $686 billion in increased sales to the US economy and played a critical role in the success of our country’s businesses and nonprofit organizations – It all can be gone if Do Not Mail bills become law.

In 2008, 12 state legislatures have had 15 Do Not Mail bills under consideration – seven states carried over nine bills from last year and five new bills have been introduced.

The 2008 state legislative year began with nine states having bills that would create state-run Do Not Mail registries -- seven states carried over legislation from their 2007 session and two states filed new bills at the beginning of the session. Mail Moves America is actively working with state business groups and communicating with legislators about the importance of direct mail for consumers, businesses and the economy.

The detrimental effects of the Do Not Mail List:
- Advertising mail is a large and diverse economic engine creating $686 billion of economic activity annually that would be adversely affected by even just one bill becoming law. Businesses both large and small rely on advertising mail to provide consumers with information, announcements and savings opportunities. Additionally, millions of jobs are dependent on advertising mail and direct marketing - from copywriters in ad agencies to rural letter carriers in remote corners of a sparsely populated state.
- Advertising mail provides consumers with a convenient marketplace and an easy connection to local goods and services. As well, it provides significant necessary revenues that help fund the services offered by local post offices.
- It offers a cost-effective entry into new markets for small businesses looking to introduce themselves to local customers. These businesses would be seriously disadvantaged without access to advertising mail to reach potential customers. Further, advertising mail offers larger businesses, who often bring jobs to small towns and rural areas, a way to reach broader audiences.
- Keeping a strong and vital postal system is a great advantage to consumers by maintaining competition in the package delivery market. On-line commerce is reliant on package delivery and a competitive postal system helps keep shipping rates affordable. Roughly one third of the Postal Service's annual revenue depends on advertising mail.
- Do Not Mail bills threaten the viability of the postal system through a loss of revenue and volume from advertising mail, potentially leading to reduced services, convenience, options or choices to the American consumer and harming US businesses.
- To learn how you can prevent these imperative mailing laws from restricting your business and the U.S. economy please visit www.mailmovesamerica.org.

Think Bigs thoughts:
We have found that a large portion of success rates come from our clients who use direct mail. We at Think Big feel that direct mail is a key component in any marketing mix to deliver a top of mind message that will reach your client base. If the right offer is provided with your message it can create a successful impact on improving your business. With such a large surge of the market focusing on electronic tactics many of your messages can be lost in sea of junk mail accounts, spam folders, and unique subject lines. At Think Big we believe in strategic direct mail marketing. We by no means advocate mailing to the masses, not only is it economically and environmentally irresponsible but a waste of time. At Think Big we work with your company to derive the best possible lists to mail to your direct market message to prospects that will deliver the highest return possible on your investment. We also offer a variety of green products so that your company can market sustainably. Implementing the Do Not Mail List is not the answer, responsible and tactical mailing is.