Today’s Speakers

2. Today’s Speakers • Senny Boone • SVP, Corporate and Social Responsibility • Ken Ebeling • SVP, Membership • Neil O’Keefe • VP, Multichannel Segments

3. Self Regulation • In every marketing channel, marketers must demonstrate a strong commitment to consumer choice and privacy • Consumers expect ethical business practices and respect from marketers across all channels • Effective self-regulation across all channels is key to consumer trust • Data Privacy • Email • Telemarketing • Online Behavioral Advertising • Mobile Marketing • Mail

4. Self Regulation • DMA Advocates to keep all marketing channels open and economically viable • DMA works in conjunction with FTC and other industry associations to promote responsible marketing practices • Recent establishment of Online Behavioral Advertising principles is an example of self regulation which generates consumer trust • Transparency Principle: Clearer and more easily accessible disclosures • Consumer Control Principle: Provides consumers expanded ability to determine if data are collected and used for OBA purposes. • Data Security Principle: Organizations to provide reasonable security for and limited retention of data. • Material Changes Principle: Organizations to obtain consent for any material change to policies regarding OBA data collection and use

5. Commitment to Consumer Choice • CCC requirements are basic standards that are required of DMA members • Honor Consumer Choice • Empower Consumers • Build Consumer Trust

6. Commitment to Consumer Choice • Effectively Honoring Consumer Requests • Provide existing and prospective customers with notice of an opportunity to modify future marketing solicitations • Disclosing the Source of the Consumer’s Name • Upon consumer request, a marketer must disclose the source from which it obtained personally identifiable data about that consumer

7. Commitment to Consumer Choice • Use of DMAchoice (MPS) • Members should use the most recent monthly release of DMAchoice before contacting prospects • Establish Systematic Practices • Members must establish internal policies and practices in support of the CCC

8. Do Not Mail Challenges • Carbon Footprint • If Americans replace two trips to the mall per year with shopping by catalog, miles driven would drop by 3.3 billion • Resulting in a 3 billion pound reduction in carbon dioxide and gas savings of approximately $325 million. • Sustainability • The forest industry ensures that the number of trees each year is increasing. • In fact, there are more forests in the U.S. today than there were 50 years ago. • Visit the-dma.org/Green15Toolkit

9. Do Not Mail Challenges • Do Not Mail efforts remain a considerable force • 2007-2008 • 15 bills were introduced in state legislatures • 2009 • Connecticut - HB 5410 and HB 5413 • Florida - HB 781 • New Jersey - A. 3419 • New York - SB 2132 • California • San Francisco Board of Supervisors approved, on March 31, 2009, a non-binding resolution (number 081526)

10. Mail Moves America • Direct Mail is critical to the economic well-being of the United States. • Last year all of direct mail represented more than $702 billion in sales. • Direct mail supported at more than 300,000 small businesses across the country.

11. Mail Moves America • DMA along with a number of other associations and companies formed Mail Moves America in 2006. • MMA defends against Do Not Mail legislation • MMA develops a more positive message and image for advertising mail.

12. Mail Moves America • The Mail Moves America coalition includes in its membership, associations and companies in the paper, printing, mailing, marketing, publishing and advertising industries as well as users of mail advertising. • the-dma.org/mailmovesamerica

13. Third Party Suppression Services • Honor consumer choice • Connect consumer directly with merchant • Names should be collected ONLY for suppression purposes

14. DMAchoice • Online Process is free to consumers • Increased options • Removes the “binary” limitation • Options allow for greater consumer choice • More names remain in the market

15. DMAchoice • Consumer can choose by category or by brand • Categories; Catalog, Magazine, Other • Consumer is encouraged to contact brand directly • Allows brands to develop opt-down options • DMA can contact catalog brands on the consumer’s behalf • Brands can customize their pages within DMAchoice

16. Processing • Customer choices will result in the production of two files for the catalog segment only! • Brand Opt-out File (catalog only) • Category Opt-out File (MPS file) • Your Data Processor should be a subscriber to DMAchoice • They will pick up the two files each month • The process is the same as it has been for MPS

17. Processing • Marketers are obligated to run Category Opt-out names at a priority above any prospecting • Some mailers have chosen to run the names above older customer names • Brand Opt-out names must be omitted from all mailings • Customers who contact you directly should also be omitted from all mailings

18. Processing • Marketers must act on the customer choice within 30 days • Changes are to be effective in 90 days • Customer choices remain on file for 3 years

19. Next Steps • Marketers must mail smarter • Avoid unnecessary costs and legislation • Self regulation is the answer • Provide Consumers with choice • Provide consumers with relevant shopping options they enjoy • Allow consumers to eliminate mail they do not want

20. Next Steps • DMAchoice is a success due to input from Multichannel marketers like you • Key websites for further information • dmaresponsibility.org • dmaccc.org • dmachoice.org

32. DMAchoice.org 2.0 New and Improved Brand Functionality

37. DMAchoice.org 2.0.1 • Expanded Categories • Retail Store offers – coupons, circulars, etc • Credit Card offers • Financial Service offers – Mortgage, banking, mutual funds, etc – (Other than Credit Card) • Insurance offers– Auto, Life, etc • Fundraising / non profit offers • Cable/Telecommunications offers– TV, Phone, Internet, etc.

38. DMAchoice Next Steps We ask for your continued support

39. Questions? Senny Boone, Esq. Senior Vice President, Corporate & Social Responsibility sboone@the-dma.org Ken Ebeling SVP, Membership & Segment Services kebeling@the-dma.org Neil O’Keefe V.P., Multichannel Segments nokeefe@the-dma.org