Do Not Mail — A New Problem for Mailers

Andersen believes the most positive elements that will emerge from the DNM dialogue are the need to find appropriate measures to protect personal data and improve address hygiene. “It’s important to remember that marketers really don’t want to mail to consumers who are not interested in their product,” he says. “On the minus side, DNM legislation would be crippling to printers, mailers and the USPS. One-third of postal revenue comes from standard/advertising mail. If this volume is reduced by such legislation, the USPS would be hard-pressed to replace that revenue in order to maintain the level of service that U.S. consumers demand.”