The Direct Marketing Association e-mailed to members on Tuesday information and suggestions for preparing direct mail campaigns during this time.
Suggestions include: *For those sending samples, enclose them in a polybag, or identify on the envelope or container exactly what is contained in the package. The use of windowed envelopes might also be helpful.
* Use postcards in addition to the traditional mailed material as a way of alerting consumers to campaigns.
* Powder residue is often a normal part of printing, envelope manufacturing and inserting, and does not pose a hazard to mail recipients. Normally, these processes use a cornstarch-based slip agent or talcum powder to keep material from sticking together or slowing equipment. Most companies are now limiting their use of powder.
* List suppliers, lettershops, printers and others engaged in mail production and distribution need to ensure that they have effective security operations in place. Review your material receiving and shipping procedures and ensure that they are being followed.
“We are working with the USPS to correct a misleading statement that they made in their communications to the public about identifying suspicious mail,” the e-mail stated. “Unfortunately, they said that mail should be viewed as suspicious if the postmark does not align with the return address–a common practice among direct marketers. We will advise as more information is available. In the meantime, you may want to talk to your postal representative.”
The message sought to reassure members, saying, marketers “are continuing to mail, with no significant cancellations at this point.”
On Oct. 15, the association sent out a list of suggestions for preparing direct mail campaigns. It has also put out a security checklist and reminder memo for list and information suppliers.
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