Make Sure Direct Mail Is Targeted Properly

Share this content:
I am amazed at the arrogance in Tad Clarke's editorial response to measures taken by anti-junk mail advocates ("Costly Shenanigans," Feb. 5). How dare he suggest that unsolicited (or, worse, ineffectively targeted) direct mail is justified to the consumer because "direct mail ... has subsidized First-Class mail" and by the way, "if you don't want it, don't read it."

Sorry, Tad, but that ain't good enough. As a representative of the direct marketing industry, it is our basic responsibility to make sure that direct mail is targeted utilizing the most accurate profiling possible. Clearly, not all of us are doing this, and it no doubt spurs junk-mail protests. Our target audiences deserve better.

• J. John Wynn

Director, business development


• Editor's note: Yes, our target audiences deserve better, but targeting is not always the answer (for more on that, see last week's editorial). Wynn also mistook Rich Reinhart's comments for mine, but nowhere was the conclusion drawn that "direct mail is justified" because DM has subsidized First-Class mail. The point was that direct mail is not intrusive and that it more than pays its way. The prank in question by the anti-junk mail advocates - mail-bombing banks and mortgage companies with tons of postage-paid mail in response to their solicitations - would ultimately hurt the very people who perpetrate it. - TC


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above