On January 25, 2009, the Seattle City Council passed, by an 8-1 vote, a resolution asking the state of Washington to create a ‘Do Not Mail Registry’ so state residents can stop receiving unwanted promotional mail, (a.k.a. junk mail). The non-binding resolution is similar to a San Francisco resolution passed in March 2009.
A ‘Do Not Mail Registry’ would allow individuals to opt out of commercial junk mail. The direct mail industry has opposed such registries in the past saying that they “ban” junk mail. A registry would allow people to continue to receive direct mail if they want it.
What's Driving This Trend
- Do-not-mail Registries
- The creation of do-not-mail registries can potentially disrupt the direct mail industry and force businesses to seek alternative forms of advertising.
- Opt-in Marketing
- Businesses can take advantage of the shift towards opt-in marketing by creating personalized and targeted marketing strategies for interested individuals.
- Eco-friendly Marketing
- Businesses can adopt eco-friendly marketing practices to appeal to environmentally conscious consumers who are in favor of reducing waste and protecting the environment.
Who This Affects Most
- Direct Mail
- A do-not-mail registry can disrupt the direct mail industry and force businesses to find alternative ways of reaching potential customers.
- Marketing
- The shift towards opt-in marketing can disrupt traditional marketing practices and encourage businesses to create more personalized and targeted marketing strategies.
- Environmental Services
- The creation of do-not-mail registries can encourage businesses to adopt eco-friendly marketing practices, creating opportunities for environmental services companies to provide sustainable marketing solutions.
