Don’t Fear Do-Not-Mail, Goldsmith Cautions
Dick Goldsmith of The Horah Group says that 81 percent of consumers like getting the mail, according to U.S. Postal Service figures. “They’re not all going to opt out of getting it,” he said. But he cautioned that he once bought his daughter something from J.Crew and continues to get a J.Crew catalog every week, “which is a waste.” He discussed the momentum of the “do-not-mail” movement during last week’s DMA07 Conference in Chicago.