Daily Mail Money Pages
Small business marketing typically involves direct response tactics, such as direct mail marketing. Nearly everyone is familiar with direct mail marketing in its many forms, including postcards, envelope packages, catalogs and self-mailers. If you rely on direct mail marketing to acquire customers, you need to know about two new choice initiatives in the news: Catalog Choice and the updated Direct Marketing Association’s DMAChoice mail preference service. Business can save money on printing and postage if they use both services to suppress names from their mailing lists of consumers who don't want to receive unsolicited mail ("junk mail".)
Catalog Choice
Consumers are actively taking a stance against receiving unsolicited catalogs. What was once a welcome, entertaining find in the mailbox is now perceived as wasteful. Despite the fact that catalogs are almost always printed on recycled paper, and that most people do recycle catalogs and other unsolicited direct mail materials, the perception among consumers is that catalogs they didn’t request are a waste of natural resources.
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