People's recently developed wariness of opening their mail, a result of the anthrax scare, poses a severe threat to direct mail advertisers, whose main goal is to get consumers to open their mail.
Yesterday, the Direct Marketing Association issued a series of guidelines to member companies, encouraging them to alter their mailings to increase their security.
The guidelines, sent by email,
were quick to point out that anthrax has not been sent in any direct mail campaign. But the fear of receiving anthrax in direct mail prompted the DMA to act.
Its first suggestion, "avoid using
plain envelopes," would alter a common direct mail practice. "In the past, many companies tested and found that plain envelopes outpulled envelopes with copy on them," says Mike Faulkner, a senior
vice president at the DMA. "A plain #10 envelope with a first class stamp outpulled almost anything, but now the guidelines say don't do it anymore. We're suggesting the use of envelopes with copy and
color to make them pristine, because the FBI has warned about unprofessional looking mail."
"Use a clear and identifiable personal address," the DMA also says. Direct mail in plain envelopes
often comes without personal addresses, but that, too, should be changed.
The DMA also suggests using an email or telemarketing campaign to notify consumers that mail will be coming, something
Faulkner says would increase response as well as provide security.
Faulkner says that 84% of consumers open mail when they know who it's coming from. The guidelines seek to maintain the high
level of acceptance, but Faulkner says companies will have to test future mailings to see if it holds true.
He says the new guidelines should also be heeded by the agency community, which needs
to be well versed on consumer attitudes about opening mail.
When asked whether fear of opening mail will prompt advertisers to use other forms of communication, Faulker says they should use a
range of media to reach consumers and takes cues from them about how they want to be reached. "This is an opportunity for marketers to look at other forms of media and find which ones they prefer."
Email is one form of advertising that stands to gain. "When you avoid the terrestrial world, it may lead to a more virtual world," says Ben Isaacson, executive director of the Association for
Interactive Media, a division of the DMA. He believes advertisers may cut back on sending out traditional #10 envelope packages and turn to email instead.