News Focus: Launches - Battle of the unwanted mail

by Melanie May, Direct Response 24-Apr-06

Two UK firms are going head to head with launches that claim to help consumers cut unwanted direct mail.

The REaD Group is launching itsmypost.com to consumers in May. Designed to work as a straightforward preference service, it enables registrants to opt out of receiving communications from companies that have signed up to the service, either by post or email.

For £4.95, itsmypost.com will email all the firms a consumer selects on their behalf. Alternatively, registrants can print out a letter template and post it to as many companies as they wish. Firms can sign up for a yearly sum of £800, for which they will receive relevant consumer data.

"It's a positive thing for the DM industry. The majority of consumers don't want to get rid of direct mail altogether, but the scales are currently tipped the wrong way," said Mark Roy, REaD Group chief executive. "We'll help consumers do away with what they don't like, which will in turn result in higher response rates."

Already operating is the new myletterbox.co.uk. Launched by the directors of Dataworkseurope, it also gives consumers the opportunity to choose which firms' marketing communications they want to opt out of.

Both this, and The REaD Group's service allow consumers to change their preferences when they wish. However, myletterbox.co.uk also enables consumers to opt out of email or telephone communications, and from Royal Mail door-to-door deliveries. Unlike itsmypost, however, it allows firms to advertise on the site, and there is no cost to consumers.

"Companies can advertise on the site, so if someone says they're interested in financial services, under the My Offers section, they would only see offers they'd be interested in," explained founder Nigel Readhead.