Postmaster General John Potter took on proponents of do-not-mail legislation last week.  ”Somehow, they think a sale offer coming through the mail — as opposed to a newspaper, a magazine, TV, radio or the Internet — is a bad thing. Ads pay for the Internet, as well as broadcast TV and radio programs,” he said during a speech at the National Press Club. “So, too, ad mail helps pay for universal mail service in America.”

While this may be true, I should have a CHOICE to opt-out,  Its crazy to think I should not.  A piece of mail, printed and placed in my mailbox can be a form of SPAM.  The only reason you do not see more of it is because of the cost.  We have laws (CAN-SPAM) to try and protect my e-mail inbox, why not my postal mailbox?  

Here is the rub for me… most companies that use Direct Mail would LOVE it if you opt-out.  Why?  because the likelyhood of you BUYING from a Direct Mail piece is extreemly LOW of you do not want the mail.  It just ends up in the trash.  Right now, you get the mail because they think you MIGHT be interested… if you are not, they sure would want to know.  Its money down the drain for them.  (usually around a $1)  A typical Direct Mail promotion nets 2% or less response.  98 out of every 100 pieces mailed are wasted.  The problem is, the marketer does not know which 98%!  

You can opt-out today through the DMA at www.dmachoice.org but its a very difficult and time consuming process.  This is a good step, but we need a better way…