Without question, these are best practices every marketer should follow; what is dubious is whether DMA members will comply. Do they really believe the DMA will kick them out? If it does, consider the financial implications of paying nonmember rates for conference registrations, reports and other products/services the organization offers; most conference fees cost $500 more and reports cost from $50 to $300 more. That seems like small potatoes compared to the costs of a rigorous in-house suppression program. But how about in comparison to the costs of lobbying Capitol Hill and state legislatures? Or the enactment of a patchwork of state do-not-mail laws, followed by a federal law? (I do believe some sort of government mandate is forthcoming.)
Obviously, you can choose to ignore the indicators that consumer-driven government regulation is nipping at our heels. But if you heed the DMA’s call to action, you will be protecting far more than your current or future membership status. You’ll be in a more competitive position, hopefully enjoying a better relationship with your customers, when the laws go into effect.