subject: Dealing With The Legalities Of Direct Mail [print this page] There are many regulations and laws that govern our day to day business activities. In additional to the laws and regulations there are also imposed ethical restrictions on our own behavior. When creating and implementing a direct mail advertising campaign, be sure that you are strictly adhere to all laws as well as ethical considerations. No business can afford to damage its good name through ignorance of the law or by any type of shady behavior.
Both direct mail and telemarketing have been under scrutiny for the past several years. Few people want to be harassed by phone or through the mail at their own homes. Its good that some limitations have been imposed to keep unsavory elements out of the industry. A few unethical practitioners have given honest direct mail companies a bad name and its better for all of us if they are kept out of business.
In order to be absolutely certain that your company is setting the highest possible bar in regards to ethics and the law, be sure to consult your legal advisor about the laws in your state. Make this appointment in the earliest planning stages of your campaign. This site does not pretend to be an expert in legal matters so be sure you consult with someone who is. However, there are a few matters that we can speak to with limited authority in regards to following the law.
Do some research.
Just like there is a national do not call list for telemarketers, there is a similar do not mail list for direct mail companies. You can visit www.donotmail.org to learn more about this list.
The Direct Marketing Association also keeps up with current legislations and proposals regarding do not mail on its site, www.the-dma.org. This organization has a responsibility center where companies can learn about privacy policies, identity theft, self-regulation and many other topics relating to the use of direct mail marketing.
Do your homework when planning your campaign. Not knowing the law is no excuse, especially when there are so many resources available with just a simple Google search.
Learn about postal regulations.
Its not just the legal ramifications that can entangle a direct mail campaign. Practical considerations can trip you up as well. Something as seemingly simple as putting postage on your marketing flyers can become complicated when you are sending a large quantity.
The US Postal Service has many, many regulations regarding bulk mail. Using the US Postal Services bulk mail system can be a big money saver but it can also be pretty complicated. When you send your mailers through as bulk mail, you can get a much better rate on the postage. In return, you are essential doing the post offices job for them and you must process it as they would. They publish a book with all of the regulations outlined and it can be overwhelming for the uninitiated.
Consider hiring a pro.
A professional direct mail company can help you get through many of these sticky situations. Many companies can check your mailing list against your states do not mail list. They can also navigate the complex postal system to get you the best rate on your mailer.
