Closing the lid on ‘junk mail’

Lucy Barrett raises some very important issues in her direct marketing report (MW July 27), particularly in relation to the role agencies play in combating negative consumer attitudes to direct mail. The Direct Marketing Association (DMA) strives to enhance consumer trust and confidence in direct marketing by implementing national consumer awareness campaigns about data privacy issues, such as “It’s Your Choice”, and promoting the safeguards that exist already such as the mail, telephone, fax and e-mail preference services.

We have also raised the bar further by introducing a DMA compliance unit and updated Code of Practice – and make no mistake, action will be taken against any member who continues to ignore their obligations under this code.

It is clear, however, that this is still not enough to overcome the tide of criticism levelled at direct mailers and, as Lucy Barrett points out, there is a need for the DMA to raise the stakes even further.

As such, we have spent the past six months preparing for the launch of the biggest consumer awareness campaign that the direct marketing industry has ever seen. In coming weeks, announcements will be made across the industry and national media that intend to show our harshest critics that we do indeed take consumer attitudes to “junk mail” seriously and will not shy away from the challenges ahead.

We cannot do it on our own, however. So over the coming weeks and months, the DMA is calling on every person and organisation that has a vested interest in ensuring the sustainable growth of the direct marketing industry to play their part. From clients through to agencies, data suppliers, printers, mailing houses and even the industry press, you cannot afford not to support us in our cause.

James Kelly

Managing director

Direct Marketing Association (UK)

London W1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here