Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long ... while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled. It’s not surprising that many e-commerce brands decided to communicate in a new “old” way and test direct mail. We had the pleasure of assisting several launches in 2020 — some planned before the lockdowns, others as a new COVID strategy. Two of the biggest surprises for folks new to mail are: 1. the amount of time it takes to properly put together an effective mailing; and 2. how expensive mailing can be. One of our print partners and I assisted a pure-play that mailed within three weeks of our first discussion … this is NOT typical and we don’t recommend it. Haste makes waste.
The ad industry is urging California Attorney General Rob Bonta to withdraw a recent mandate that companies honor the “Global Privacy Control” — a universal opt-out tool developed by privacy advocates.
That mandate, which was announced earlier this month in a frequently-asked-questions response, “will cause confusion for consumers and businesses, rather than effectuating genuine user choices,” the Association of National Advertisers, Interactive Advertising Bureau, American Association of Advertising Agencies and other groups say in a letter sent Wednesday to Bonta.
California’s privacy law gives consumers the right to learn what personal information has been collected about them by companies, have that information deleted, and opt out of the sale of that data to third parties.
more at: https://www.mediapost.com/publications/article/365501/ad-industry-urges-california-to-retract-global-pr.html