Direct marketing, done right: DMA guidelines

Reacting to recent New York Times articles about list-based campaigns that targeted the elderly with fraudulent offers, the Direct Marketing Association has reminded its members to adhere to its guidelines for “responsible use of marketing data for legitimate business purposes.”

Our clients can be assured that Marigold abides by these guidelines, designed to prevent fraudulent direct mail offers. The DMA asks list brokers to:

  • Keep on file a copy of the script, e-mail or print promotion used for a client’s campaign.
  • Monitor mailings (via decoy addresses added to the list) to make sure that the list is used only for its appropriate purpose.
  • Have a written agreement with the client that makes clear the purpose and scope of the list’s use.

We’re happy to say that it’s been our experience that our clients, many of them established Fortune 500 companies, are aware of these guidelines and conduct their campaigns well within the standards set by the DMA. If you have any concerns or questions about use of a Marigold list for a particular campaign, please contact us for more information.

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