Reducing Junk Mail

Direct mail, commonly called "junk" mail, is a powerful marketing tool if you want to alert interested consumers to the wonders of your company's latest widget, gadget or doohickey. Problem is, direct marketing is not an exact science. It is estimated that there are more than 15,000 consumer lists containing two billion names. Although many find direct marketing convenient, not everybody on these lists wants to be contacted by a dozen direct marketers. So how do "they" get your name? You might be surprised.

The goal of direct marketers is to reach those of us who are most likely to be interested in the offers they make. In its publication "The Small Business Guide to Advertising With Direct Mail," the Post Office states "Direct mail lists are compiled in hundreds of ways from numerous sources, ranging from voter registrations to attendees of trade shows, from the neighbors of your existing customers to people buying similar products/services." Lists of names are compiled from sources as basic as the phone book or as specific as a subscriber list to a women's fitness magazine.

Advocates of direct mail claim that it saves resources by decreasing the use of cars. Customers can stay home and order products at their convenience -- even if it's 3:00 a.m. However, many consumers are concerned with the volume of mail that comes to their box only to find its way directly to the recycling bin or (Heaven forbid!) the garbage can. Dealing with this unwanted mail represents a waste of time and natural resources.

Since both consumers and direct marketers benefit when direct mail goes only to those who want it, it makes sense to take a few simple steps to make sure you don't get unwelcome marketing pitches:

1. If you receive more magazines, catalogs and donation solicitations than you care to look at, contact the Direct Marketing Association's (DMA) Mail Preference Service, PO Box 9008, Farmingdale, NY 11735-9008. The mail preference service will place your name in a "do not mail" file for five years. Be aware, however, that not all companies subscribe to this service, so you might have to contact some of them directly to get off their list.

2. Credit bureaus are the companies that collect information about personal income and spending habits. Companies with which you do business provide data to credit bureaus on how much you owe and how promptly you pay your bills. Credit bureaus provide the information that may land you on a "pre-approved" credit card solicitation. The Federal Fair Credit Reporting Act makes it possible to remove your name from the mailing lists generated by credit bureaus for two years. Simply call (888) 567-8688 and you will be removed from the mailing lists of Equifax, Enovus, Experian and Trans Union.

So if you have taken these two steps and you're still receiving unwanted mail, consider how these companies may be getting your name.

* If you subscribe to a magazine, donate to a charity or make purchases from a mail order catalog, your name and address become part of their customer lists which they "rent" to direct marketers. You may want to make it clear when you donate or purchase that you do not want them to sell, rent or give away your name and address.

* If you are listed in your local phone book, your name, address and telephone number are available to anyone who has access to the phone book. You might want to consider an unlisted number or request that the phone company remove your address from the white pages. Call US West at (800) 244-1111 to make changes to your account.

* Government agencies keep records of births, marriages, divorces and purchases of homes or property that usually cannot be kept confidential. The only way to get off lists generated from public records is to contact the company directly and ask to be taken off the list. The Department of Motor Vehicles (DMV) offers a form to remove your name from its mailing list or simply mark the appropriate box when you are renewing your license.

* The next time you enter to win that shiny new SUV or Hawaiian vacation, remind yourself that while your chances of winning are slim, you're very likely to end up on a mailing list used by other promoters of contests and sweepstakes. Avoid entering these contests unless you have the opportunity to "opt out" on the entry form.

Consumers have many options to help curb the junk mail problem. Recently, efforts have been made to help reduce the amount of junk mail received by businesses. Visit the new web site at: http://dnr.metrokc.gov/swd/nwpc/bizjunkmail.htm. If you are on line, visit these web sites to learn more about reducing junk mail: http://www.junkbusters.com, http://www.ecofuture.org/jnkmail.html.

For a convenient (and newly updated) brochure on reducing junk mail, contact
Tanya Baker at Lane County, 682-4339, or Alex Cuyler at the City of Eugene, 682-6830.

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