Return to Sender: NJ Poised to Crack Down on “Junk” Mailing
Alright, direct mailers, admit it: At one point in your life, you've been frustrated by a piece of so-called "junk" mail. Nobody is just born understanding the crucial importance of a healthy direct mail campaign, and there are many consumers who never will. Apparently that's strongly the case in New Jersey, as recent news from the state legislature suggests that some drastic changes may be in store.
Pending bureaucratic approval (get those lobbyists ready, direct mailers!), NJ's bill would fall in line with the esteemed, national "Do Not Call" list, making unsolicited mail pieces not only unwelcome—but a crime. The penalty for being on the wrong side of the law is a hefty $10,000 maximum fine for a first offense. Certainly worth pausing for a minute to consider the best interests of any clientele in New Jersey you might be mailing to.
Excused from the offense list are certain charities, as well as business mailings from senders who have had contact with recipients in recent months. Solicitations are also allowed, as long as the receiver has opted in. While there are a fair amount of exceptions, the bill stands to cut down direct mailing to New Jersey residents by a significant amount.
Does hearing this make any of you direct mailers worry? Share your thoughts or predictions in the comments, below.