Holiday Envelope Orders, List Rentals Down, DMA's Cerasale Says

Share this article:
WHITE PLAINS -- The Direct Marketing Association has collected evidence that envelope orders are way down for the coming holiday season and list rentals are smaller than last year's orders, a DMA official told attendees at yesterday's 2002 Direct Media Mailers' Conference and Co-op.


List brokers have told the DMA that the number of orders is consistent with last year's numbers but that the size of the orders is smaller on average, said Jerry Cerasale, senior vice president of government affairs. Because prospects don't look good for an increase in volume anytime soon, mailers can expect the U.S. Postal Service to increase rates an average of 10 percent in January 2004.


"I hate to be the bearer of bad news," he said, adding that overall mail volume is down 6 billion pieces vs. last year.


Cerasale also addressed two other government issues affecting direct marketers: e-mail and telemarketing. He cautioned marketers about using e-mail append. Though the DMA has issued guidelines for what it considers to be acceptable appending, mailers should seriously consider customer reaction even on a permissioned-append process --even though there is no law regarding e-mail appending yet, he said.


With telemarketing, Cerasale told attendees that 27 states currently have do-not-call lists in place and he expects a national DNC list to be implemented in some form.


Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the ...

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.