Do-Not-Call List -- Direct Mail Boom
However, The Instant Web Companies has already started to see some serious market shifts from its clientele. "We've had three customers within the past 60 days specifically tell us that they are now shifting some money for the fourth quarter from telemarketing to print. We've also had other clients tell us that they are planning to make substantial changes in their budgets for 2004," Wicka reports.
In fact, Wicka believes that the repercussions of the new list will be felt by printers in 2004. Instant Web expects to see a 3 percent to 6 percent increase in direct mail jobs in 2004 among its current customers as a direct result of the do-not-call list. "That is a minor boom and good news for printers and mailers in an environment where there hasn't been much good news as of late," he adds.
The reality for marketers is that direct mail is now considered the least offensive form of marketing, according to consumers. In a recent study conducted by Vertis, it was indicated that instead of telemarketing, consumers would prefer to receive a company's product and/or service information via direct mail (31 percent), newspaper inserts (24 percent), catalogs (18 percent), newspaper ads (11 percent) or e-mail (10 percent). Only 6 percent said "None of these."
All Haven't Signed Up
The survey, which was conducted to gauge consumer reaction to, and usage of, the new national do-not-call registry, also reveals that while 80 percent of those surveyed are aware of the registry, only 30 percent have signed up to prevent unwanted telephone solicitations. However, 68 percent of the 250 adults surveyed said they would likely register in the future. And, as marketers rediscover direct mail, client education or re-education is key. "We are reminding our clients how personalized and targeted their direct mail pieces can be thanks, in part, to new technology. Direct mail has come a long way," Wicka asserts.