Mail Moves America Logo

Member Login

What is the issue?

Advertising mail is under threat. In 2007, 15 states proposed the creation of state Do Not Mail registries, similar to the national do not call registry, or are considering other limitations on advertising mail. The 2008 legislative year started off with eleven bills in nine states and has increased to 11 states with a total of 14 bills. This is a significant increase in the number of Do Not Mail bills seen in previous years; three in 2005 and four in 2006. These bills are a cause for concern to the mailing community not only because of the increase in numbers, but the standards and requirements proposed vary greatly from state to state.

Why Do Not Mail Bills Are Bad Public Policy

Capitol BuildingTo many consumers and policymakers, Do Not Mail bills may sound like an idea whose time has come. However, learning even a little about advertising mail and direct marketing quickly reveals the many problems that Do Not Mail registries would create.

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. Thousands 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.

Man Reading MailAdvertising mail often can level the playing field between large and small businesses. 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.

Legislation is not needed to provide consumers with options for removing their names from marketing lists. Consumers have a variety of choices ranging from contacting an individual company, to registering their name with DMA’s Mail Preference Service.

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.

What Is Driving Do Not Mail Legislation

The mailing community recognizes that consumers want choice in how they manage their mail, are more environmentally conscious and want to secure their personal information. On all three fronts, marketers and the mailing community are taking steps to educate consumers on available tools and steps businesses are taking to address these concerns. Importantly, this effort also involves correcting the misimpressions and misstatements that surround mailing issues. WritePro.net

Why the Mailing Community Should Care

Despite the fact that the U.S. Postal Service has been among the most trusted of Federal services for years, many people see advertising mail as intrusive, yet advertising mail is opened and used at very high rates. 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, options or choices to the American consumer and harming US businesses.

What is Being Done to Address Do Not Mail Legislation

Twenty-five associations and 25 companies formed the Mail Moves America coalition (MMA) in late 2006 as a broad based coalition to achieve two purposes: defend against Do Not Mail legislation and develop a more positive message and image for advertising mail. The coalition includes in its membership, associations and companies in the paper, printing, mailing, marketing, publishing and advertising industries as well as users of mail advertising. Get help with DoMyThesis

Join Mail Moves America today!

For more information on Do Not Mail legislation or to join the Mail Moves America coalition, please click here.

updated: Thursday, February 21, 2008 9:50 PM