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The Printing Industries Association of Australia are in a spin after a controversial 'No Junk Mail' sticker was distributed to all residents in the Sydney suburb of Mosman (Print21Online, 14 Nov 2007). Printing Industries claim that this will have significant consequences for local businesses, the paper and printing industry that supplies the material, and for the walkers who deliver it.
While this initiative will impact unaddressed mail print volume, I'm not convinced that it's a bad thing. If a consumer doesn't want to be contacted, then you shouldn't waste your time stuffing their mailboxes. Rather, marketers need put a little more effort into understanding their audience and focus their DM budget on personalised, targeted, relevant direct mail, which has a significantly higher response rate compared with unaddressed mail. I suggest an appropriate response for the Printing Industries is to circulate 'Junk Mail Please' stickers to Mosman residents, so walkers can identify households where unaddressed mail will get cut-through.
Posted on Thursday, 15 November 2007 at 4:24 AM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/53