David Darmanin A quick internet search using the keywords “Stop Junk Mail” produces hundreds of web links leading to detailed guides on how to stop receiving unwanted advertising material in your letterbox.
But according to the leading door-to-door distribution companies in Malta, all it takes is a notice on your postbox advising against receipt of unsolicited mail.
The global auction marketplace eBay.com sells a vast array of stickers or door plates bearing the words “no unsolicited mail”.
“Our members of staff have strict instructions to observe and respect such notices,” 3D Door to Door Distributors managing director Alexander Bonello said.
Mailbox Services Group Administration Manager Sarah Formosa went a step ahead, saying her company was instrumental in advising the general public to affix such notices on their letterboxes if they no longer want to receive direct mail.
“Not only do we respect such notices but we also suggest households ourselves that they indicate this clearly whenever the case, so as not to bother people and to save on costly client material where this is not desired,” Formosa said.
However, once households express the intention to refuse direct mail, they would be automatically opting out of receiving official notices, local council information, parking discs, residents parking scheme information or other information related to closure of streets.
“It is therefore erroneous to assume that our services only consist of the delivery of advertising material as they also serve as a useful vehicle to inform the public of vital information,” Formosa said.
3D Distributors believe that door-to-door marketing has increased over the years since clients requesting the service have the opportunity to “reach directly to the primary household decision maker, being the housewife.”
Apparently, not many households file complaints with distribution companies on the receipt of unsolicited mail.
On the contrary, Alexander Bonnello says his company has had calls from households checking when particular and regular material would be distributed.
Even according to MailBox Services Group, people “are much more likely to complain when material is not received… over our 15 years of operation we have found that whilst there may have been a certain reticence from the general public in the early years, today the vast majority of the population is not only very receptive to direct mail but many actually enjoy and look forward to receiving the various offers carried in much of our material,” Formosa said.
“There is absolutely no reason why direct mail should be considered more intrusive than any other form of advertising,” she argued, adding that most addressed letters may also be considered as unsolicited mail.
“Every form of media advertising including press, radio and television advertising is also unsolicited by the reader or viewer but is considered as a normal part of modern life.”
And she adds the environmental cost of direct mail is little compared to other media. “Direct mail still uses up a relatively very small amount of paper when compared to all press adverts within newspapers, journals and magazines.”
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