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Do Not Mail List: How would it affect your marketing?

By Chris Mitchell

Services for Real Estate Pros with 25-8 Marketing

March 11, 2008 03:16 PM

I think it's not a matter of IF...it's a matter of when

In 2007, a number of states had introduced do-not-mail bills. These states included Connecticut, Hawaii, Michigan, Missouri, New Jersey, New York, Rhode Island, Texas, Vermont and Washington. Several other bills - in New York, Virginia, New Jersey and Washington - offered some sort of related proposed legislation, such as the creation of a no-mail registry for certain senior citizens and people suffering from mental illness, plus a ban on credit-card solicitations to people under the age of 21.

On one side...the Direct Marketing Association and the United States Post Office. On the other side, many of the green organizations to save the trees.

To this point, none of the bills have gained traction. And the direct mail community is keeping a very close watch on do-not-mail bills that have been introduced to state legislatures this year. Lobbyists will fight this one long and hard. But I see the future of direct mail in the same vein as smoking legislation. First one state, then another, and another. Then momentum swings as polls indicate...and politicians are swayed. Mark my words...a do-not-mail bill is coming to your state someday.

From a marketing standpoint

As a business owner, how would the loss of direct mail affect your marketing? Well, you'd have more money to market other ways. You'd need permission to market to people. My suggestion for 2008: Work on implementing permission marketing strategies long before they are legislated to you.

Wikipedia defines permission marketing: Permission marketing is a term used in e-marketing. Marketers will ask permission before they send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent.

Want to know more? If you haven't read it yet, check out one of my favorite marketing books from Seth Godin: Permission Marketing: Turning Friends into Strangers. It's exceptional marketing material.

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Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency that plans and implements marketing programs for small to medium-sized businesses. He is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com

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Matt Grohe

RE/MAX Concepts - Des Moines, IA

Serving the metro since 2003

Chris: My sandwich board on main street strategy will stand the test of time. Great points here!

Mar 11, 2008 03:20 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

LOL Matt...I love sandwiches. And sandwich boards! Thanks for the post.

Mar 11, 2008 03:22 PM

Debbie Summers

Charles Rutenberg Realty - New Smyrna Beach, FL

Great Post... It is a sign of the times.

Sandwiches... It's 11:30PM and a sandwich sounds so good right now. Why did you have to do this to me.

Mar 11, 2008 03:27 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

Thanks Debbie. I'm thinking BLT.

Mar 11, 2008 03:32 PM

Julie Hite

Guaranteed Home Mortgage Company, Inc. - West Bloomfield, MI

Direct mail and newsletters are a very efficient way to market services. I feel strongly about opting out of marketing a persons credit report and personal data, you can go to www.optoutprescreen.com and opt out of credit bureau sales of your own credit report.

But I am sure that the general public doesn't mind a few pieces of direct mail from local businesses offering coupons and invitations to select marketing events. Most people do know how to contact a catalogue company and discontinue mailing to their address.

To pass laws for prevention, would cancel a huge revenue stream of advertising that works. We would be surrendering ourselves to big government controlling communication with many that do not utilize the internet.

Mar 11, 2008 03:35 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

You're right, Julie. I agree. I'd hate to see direct mail go. But bills were introduced in 11 states. This year the Direct Marketing Association expects bills introduced in 25 states. It takes only one to pass. Then another. And then direct marketers (like myself and many of my clients) are going to someday need other options. Thanks for your comments.

Mar 11, 2008 03:43 PM

Gary J. Rocks

Juba Team Realty - Jefferson Township, NJ

Chris

I do think it is going to happen eventually, Just like the DNC list when it came out people were upset thinking they could not call but, later on found ways to call without breaking the law. For every law that is made there is always someone out there that will figure out how to get around it legally.

Mar 12, 2008 09:39 AM

Chris Mitchell

25-8 Marketing - Elk River, MN

Thanks for the comment Gary. Someone will get around it. But those who are proactive and work on methods (like permission marketing) will be further ahead of the marketing game.

Mar 12, 2008 09:49 AM

Bob Cumiskey

A1 Connection Realty, Inc. - Sun City Center, FL

US Army Retired, Your Sun City Center, Florida ~ Realtor

I'm off to home depot to buy me a sandwich board. Wonder what kind of sandwiches they serve. LOL.

Great post, and something to think about. Think they will have a place you can write to and find out if an addy is on the do not mail list???

Mar 12, 2008 12:13 PM

Rosemary Brooks

BMC Real Estate - 209-910-3706 - Stockton, CA

The Mother & Daughter Realty Team

Sandwich sounds good to me. I 'm hungry. I like roast beef (well) with lettuce, tomatoes, onion, mustard, mayo and of course the bread. love the bread.

Mar 12, 2008 12:16 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

Bob - thanks for the comment. If legislation passes...the answer to your question is yes.

Rosemary - I'd opt for horseradish on that sandwich of yours. I appreciate you posting a comment.

Mar 12, 2008 12:59 PM

Betty Knowles

Southwest Missouri Realty - Springfield, MO

Ready to sell? Call Betty!

I'm no fan of junk mail but I'd rather throw it away than not have the option. I cringe everytime I think of 99% of my postcards going right in the trash when people get them!

Mar 12, 2008 01:07 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

Thanks for the comment Betty. To increase response rate, work on a benefit headline and "What's In It For Me" content.

Mar 12, 2008 01:30 PM

Trevor Jules

2 Blue Chip Professionals, LLC - Ellicott City, MD

Chris, what I find disturbing is that politicians are voting on bills that they know nothing about. They can be swayed by other politicians, friends, colleagues, and the list goes on.

Mar 12, 2008 02:33 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

Trevor, you are correct. The ripple effect of Do Not Mail legislation is enormous. If it passes, postage goes up for everyone. This is because the USPS depends on bulk mail for a high percentage of its revenue. There are list companies, direct mail companies, and millions of businesses that use direct mail.

Direct impact on real estate agents...well, say good-bye to your Just Listed postcards to neighborhoods. And that's just for starters.

Mar 12, 2008 02:41 PM

Kathy McGraw

CELLing Realty - White Water, CA

Riverside County CA Real Estate

Chris- this sounds interesting, and yes it would affect me. Do these bills count newsletters that do not solicit a sale in the bill?

Mar 12, 2008 02:47 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

I am not aware of specific wording of each bill in each state, Kathy. But I can surmise that if you have a pre-existing relationship with someone, it's fine to send a newsletter. However, if you're sending out unsolicited newsletters to someone you don't know (say, in a neighborhood), I would imagine that you could not do that anymore.

These bills did not pass in 2007. We really need to keep an eye on legislation in 2008 to monitor what is happening.

Mar 12, 2008 03:29 PM

Tammy & Terry Coleman

Coldwell Banker Snow & Wall - Murfreesboro, TN

WOW! This is the first that I have heard of this. This would kill my business if I can't mail to farm areas and such.

Mar 12, 2008 04:15 PM

Chris Mitchell

25-8 Marketing - Elk River, MN

Tammy and Terry - thanks for your post.

Here is what these bills look like. This is the Colorado bill from 2007. (By the way, Colorado's bill was postponed indefinately.) But I look for these types of bills to come back in 2008: