Direct marketing inequities

Cam wrote a great post last week about the new rules that are in effect for email marketing. He correctly pointed out that CAN-SPAM regulation has come about because email marketers have abused the trust of consumers by 1) not honoring their right to control what brands communicate with them and 2) playing tricks in an attempt to get consumers to opt-in (or opt-out) of communication.

I wonder, though, if email isn't being singled out unfairly, especially compared to direct mail and even telemarketers. With direct mail, not only are you not required to opt-in, it's virtually impossible to opt-out. Lists of addresses are available from literally hundreds of sources. Even though telemarketers are supposed to create and obey "do not call lists" these lists expire after five years and then you have to re-register. Telemarketers get 31 days to remove your number from their list where email marketers received 10 days. (more on recent FTC changes here).

Frankly, I'm against this type of direct marketing. I'm tired of too much junk mail, telephone sales even though I've registered and, yes SPAM. As a marketer, I understand how it dilutes a brand and I'm not convinced that it's all that effective. I wonder, though, if more attention should be paid to offline SPAM.

- Paul Herring

Comments

[Pursue the Passion]

Here's a borderline spam scenario- say I emailed you to see if you would consider adding Pursue the Passion to your blogroll...is that against the anti-spam act?

[David Reich]

So-called junk mail is, to me, an annoying problem. But it must work or marketers wouldn't keep sending mail.

What I find especially offensive are mailings from companies I already deal with -- mainly banks and insurance companies -- who abuse the fact that we already have a business relationship. They send a mailer with a message on the envelope saying "Important information about your account." Since I do have an account with Chase, Citibank, Met Life, etc., I naturally open the envelope, only to find it's a pitch for another service. I find it annoying, and if they include a postage-paid reply envelope, I load it with their junk and anyone else's junk mail, seal it and throw it in the nearest mailbox.

[Paul Herring]

@Pursue the Passion - It's not really spam if you've visited our blog and you've read the content. Would you like to be part of our blogroll?

[Paul Herring]

@David -- Truth be told, SPAM email works as well. It's so low cost that the response rate can be extremely low and it is still cost effective. Problem is, it may work for the marketer but not the customer or the public.