Don’t Fear Do-Not-Mail, Goldsmith Cautions
Dick Goldsmith of The Horah Group says that 81 percent of consumers like getting the mail, according to U.S. Postal Service figures. “They’re not all going to opt out of getting it,” he said. But he cautioned that he once bought his daughter something from J.Crew and continues to get a J.Crew catalog every week, “which is a waste.” He discussed the momentum of the “do-not-mail” movement during last week’s DMA07 Conference in Chicago.
And you can hear the podcast interview (http://www.catalogsuccess.com/download?sid=80440) with Goldsmith and Meta Brophy from Consumers Union, as well as other on-the-scenes commentary by findiing our exclusive Best of DMA07 coverage on our homepage (http://www.catalogsuccess.com).
More “Best of DMA07” Podcasts:
• Digital Trends in Direct Marketing - Ramesh Ratan (Direct Marketing Association)
• Direct Marketing Trends in Social Media - Geoffrey Ramsey (eMarketer)
• Tips for Using the Mobile Channel Responsibly - Michele Deziel (ModivMedia)
• Offline/Online Integration Challenges for Marketers - Will Hakes (Aspen Marketing Services)
• Trends in Database Marketing - David Frankland (Forrester Research)
• The Importance of Story-Telling in Direct Mail - Grant Johnson (Johnson Direct)
• E-mail Marketing and Child Protection Laws - Austin Bliss (FreshAddress)
• CRM’s Second Wave - Chandos Quill (Experian)
• Tips for Marketers With Small Test Budgets - Ruth Stevens (eMarketing Strategy)
