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Advertising Age reports that a political movement is afoot in a number of states that would create “do not mail” lists preventing businesses from sending out so-called “junk mail” to consumers who do not want to receive it.

“More than a dozen states are considering do-not-mail lists. If passed, residents from Hawaii to Colorado, Maryland to New York and Texas to Washington state will be able to sign up for a list and be free of ‘junk mail’ forever,” Ad Age reports. “If there's a glimmer of hope for the purveyors of old-school direct mail, it's that none of the bills have made it beyond the hearing stage.

“Not that the proposal will come as that big a shock to a marketing world that is slowly but surely accepting that consumers are hanging up no-trespassing signs at most points of media entry. They simply don't want marketing messages thrust at them -- no matter how clever or engaging or empowering those messages might be -- and, thanks to a mix of technology, government intervention and old-fashioned indifference, have plenty of ways to live lives that involve engagement with brands only on their terms.”

The list would be equivalent to the “do not call” list that prevents consumers who have registered from receiving unsolicited phone calls from telemarketers. Ad Age notes that 139 million phone numbers currently are on that list, suggesting that there is an enormous group of consumers who simply do not want to be bothered by marketers.
KC's View:
We can’t think of anyone - anyone - who wouldn’t sign up to stop the flood of junk mail that takes up so much space in mailboxes and on kitchen counters, etc…

A lot of businesses might see such regulations as onerous. But we think it actually would force a lot of businesses to be better marketers because they would be compelled to do things that would encourage consumers to give them permission to contact them whether via snail mail, email or by phone.

We never mind getting emails from Amazon, for example, or from supermarkets such as Wegmans or Publix or Jungle Jim’s or Stew Leonard’s because we always learn something beyond the price of milk or cheese or whatever.

Any marketer that doesn’t create a consistently compelling and innovative offering, on the other hand, will be forced into a kind of obscurity. Which is okay, because they’re already obsolete.