anthrax and direct mail....

Hi Joe,

I came across some useful information....

I found some of the suggestions given by the Direct Marketing Association for direct mailers, in the light of the recent anthrax attacks.... For example, they recommend to:

• Avoid using plain envelopes. Printed envelopes, especially those using color are less likely to appear like the hand-prepared envelopes involved in the incidents so far.
• Use a clear and identifiable return address. Consider including your company logo in the address.
• Consider including a toll-free phone number and/or URL address on envelopes.
• Utilize an e-mail and/or telemarketing campaign in conjunction with a letter drop to notify consumers that mail will be coming.
• Temporarily consider briefly delaying Business-to-Business mailings because of potential logjams in receiving mailrooms.
• Evaluate your campaign approach and consider that personalization temporarily is less likely to create increases in response rates.

You can find the full list at http://www.the-dma.org/cgi/dispannouncements?article=123

There are also some newspaper articles which show how some consumers are reacting. Some consumers are only opening all their mail with latex gloves, and throwing out anything that is not personal mail from someone they know.

For example, read this article....

http://www.washingtonpost.com/ac2/wp-dyn/A5129-2001Oct16

I'm sure these changes won't be long term, but I think many people will be very cautious while these attacks are going on....

I suspect we might see an increased preference in receiving electronically delivered products over getting things in the mail, such as emailed newsletters and ebooks....

- Dien Rice