Today

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Todays Speakers

• Senny Boone
• SVP, Corporate and Social Responsibility
• Ken Ebeling
• SVP, Membership
• Neil OKeefe
• VP, Multichannel Segments

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Self Regulation

• In every marketing channel, marketers must
  demonstrate a strong commitment to consumer
  choice and privacy
• Consumers expect ethical business practices and
  respect from marketers across all channels
• Effective self-regulation across all channels is
  key to consumer trust
• Data Privacy
• Email
• Telemarketing
• Online Behavioral Advertising
• Mobile Marketing
• Mail

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Self Regulation

• DMA Advocates to keep all marketing channels open
  and economically viable
• DMA works in conjunction with FTC and other
  industry associations to promote responsible
  marketing practices
• Recent establishment of Online Behavioral
  Advertising principles is an example of self
  regulation which generates consumer trust
• Transparency Principle Clearer and more easily
  accessible disclosures
• Consumer Control Principle Provides consumers
  expanded ability to determine if data are
  collected and used for OBA purposes.
• Data Security Principle Organizations to provide
  reasonable security for and limited retention of
  data.
• Material Changes Principle Organizations to
  obtain consent for any material change to
  policies regarding OBA data collection and use

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Commitment to Consumer Choice

• CCC requirements are basic standards that are
  required of DMA members
• Honor Consumer Choice
• Empower Consumers
• Build Consumer Trust

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Commitment to Consumer Choice

• Effectively Honoring Consumer Requests
• Provide existing and prospective customers with
  notice of an opportunity to modify future
  marketing solicitations
• Disclosing the Source of the Consumers Name
• Upon consumer request, a marketer must disclose
  the source from which it obtained personally
  identifiable data about that consumer

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Commitment to Consumer Choice

• Use of DMAchoice (MPS)
• Members should use the most recent monthly
  release of DMAchoice before contacting prospects
• Establish Systematic Practices
• Members must establish internal policies and
  practices in support of the CCC

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Do Not Mail Challenges

• Carbon Footprint
• If Americans replace two trips to the mall per
  year with shopping by catalog, miles driven would
  drop by 3.3 billion
• Resulting in a 3 billion pound reduction in
  carbon dioxide and gas savings of approximately
  325 million.
• Sustainability
• The forest industry ensures that the number of
  trees each year is increasing.
• In fact, there are more forests in the U.S. today
  than there were 50 years ago.
• Visit the-dma.org/Green15Toolkit

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Do Not Mail Challenges

• Do Not Mail efforts remain a considerable force
• 2007-2008
• 15 bills were introduced in state legislatures
• 2009
• Connecticut - HB 5410 and HB 5413
• Florida - HB 781
• New Jersey - A. 3419
• New York - SB 2132
• California
• San Francisco Board of Supervisors approved, on
  March 31, 2009, a non-binding resolution (number
  081526)

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Mail Moves America

• Direct Mail is critical to the economic
  well-being of the United States.
• Last year all of direct mail represented more
  than 702 billion in sales.
• Direct mail supported at more than 300,000 small
  businesses across the country.

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Mail Moves America

• DMA along with a number of other associations and
  companies formed Mail Moves America in 2006.
• MMA defends against Do Not Mail legislation
• MMA develops a more positive message and image
  for advertising mail.

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Mail Moves America

• The Mail Moves America coalition includes in its
  membership, associations and companies in the
  paper, printing, mailing, marketing, publishing
  and advertising industries as well as users of
  mail advertising.
• the-dma.org/mailmovesamerica

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Third Party Suppression Services

• Honor consumer choice
• Connect consumer directly with merchant
• Names should be collected ONLY for suppression
  purposes

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DMAchoice

• Online Process is free to consumers
• Increased options
• Removes the binary limitation
• Options allow for greater consumer choice
• More names remain in the market

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DMAchoice

• Consumer can choose by category or by brand
• Categories Catalog, Magazine, Other
• Consumer is encouraged to contact brand directly
• Allows brands to develop opt-down options
• DMA can contact catalog brands on the consumers
  behalf
• Brands can customize their pages within DMAchoice

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Processing

• Customer choices will result in the production of
  two files for the catalog segment only!
• Brand Opt-out File (catalog only)
• Category Opt-out File (MPS file)
• Your Data Processor should be a subscriber to
  DMAchoice
• They will pick up the two files each month
• The process is the same as it has been for MPS

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Processing

• Marketers are obligated to run Category Opt-out
  names at a priority above any prospecting
• Some mailers have chosen to run the names above
  older customer names
• Brand Opt-out names must be omitted from all
  mailings
• Customers who contact you directly should also be
  omitted from all mailings

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Processing

• Marketers must act on the customer choice within
  30 days
• Changes are to be effective in 90 days
• Customer choices remain on file for 3 years

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Next Steps

• Marketers must mail smarter
• Avoid unnecessary costs and legislation
• Self regulation is the answer
• Provide Consumers with choice
• Provide consumers with relevant shopping options
  they enjoy
• Allow consumers to eliminate mail they do not
  want

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Next Steps

• DMAchoice is a success due to input from
  Multichannel marketers like you
• Key websites for further information
• dmaresponsibility.org
• dmaccc.org
• dmachoice.org

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DMAchoice.org 2.0

• New and Improved Brand Functionality

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DMAchoice.org 2.0.1

• Expanded Categories
• Retail Store offers coupons, circulars, etc
• Credit Card offers
• Financial Service offers Mortgage, banking,
  mutual funds, etc (Other than Credit Card)
• Insurance offers Auto, Life, etc
• Fundraising / non profit offers
• Cable/Telecommunications offers TV, Phone,
  Internet, etc.

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DMAchoice
Next Steps
We ask for your continued support
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Questions?

• Senny Boone, Esq.
• Senior Vice President, Corporate Social
  Responsibility
• sboone_at_the-dma.org
• Ken Ebeling
• SVP, Membership Segment Services
• kebeling_at_the-dma.org
• Neil OKeefe
• V.P., Multichannel Segments
• nokeefe_at_the-dma.org

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