1DMAchoice.org

2DMAchoice.org

Today’s Speakers

• Senny Boone

– SVP, Corporate and Social Responsibility

• Ken Ebeling

– SVP, Membership

• Neil O’Keefe

– VP, Multichannel Segments

3DMAchoice.org

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

4DMAchoice.org

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

5DMAchoice.org

Commitment to Consumer Choice

• CCC requirements are basic standards that are required of DMA members

– Honor Consumer Choice

– Empower Consumers

– Build Consumer Trust

6DMAchoice.org

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 Consumer’s Name

– Upon consumer request, a marketer must disclose the source from which it obtained personally identifiable data about that consumer

7DMAchoice.org

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

8DMAchoice.org

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

9DMAchoice.org

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)

10DMAchoice.org

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.

11DMAchoice.org

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.

12DMAchoice.org

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

13DMAchoice.org

Third Party Suppression Services

• Honor consumer choice

• Connect consumer directly with merchant

• Names should be collected ONLY for suppression purposes

14DMAchoice.org

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

15DMAchoice.org

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 consumer’s behalf

• Brands can customize their pages within DMAchoice

16DMAchoice.org

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

17DMAchoice.org

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

18DMAchoice.org

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

19DMAchoice.org

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

20DMAchoice.org

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

21DMAchoice.org

22DMAchoice.org

23DMAchoice.org

24DMAchoice.org

25DMAchoice.org

26DMAchoice.org

27DMAchoice.org

28DMAchoice.org

29DMAchoice.org

30DMAchoice.org

31DMAchoice.org

32DMAchoice.org

DMAchoice.org 2.0

New and Improved Brand Functionality

33DMAchoice.org

34DMAchoice.org

35DMAchoice.org

36DMAchoice.org

37DMAchoice.org

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.

38DMAchoice.org

DMAchoice Next Steps

We ask for your

continued support

39DMAchoice.org

Questions?

Senny Boone, Esq.Senior Vice President, Corporate & Social Responsibilitysboone@the-dma.org

Ken EbelingSVP, Membership & Segment Serviceskebeling@the-dma.org

Neil O’KeefeV.P., Multichannel Segmentsnokeefe@the-dma.org

40DMAchoice.org