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Albeit not scientific, after running some straw polls on Linked In, it appears that over 90% of unwanted direct mail is placed in the bin. Let’s hope that it’s the recycling bin!

Obviously, people who want to opt-out to all direct mail will sign up to the Mailing Preference Service, but many are happy to receive printed media. The problem occurs when they want to opt-out to a specific mailer. Unsubscribing from direct mail is not a hassle-free process.

The usual options are:

• Calling the mailer to request removal (having to locate a customer service number and potentially waiting in a call queue)
• Writing an email to request removal (having to find an email and not necessarily having your opt-out confirmed)
• Returning the unwanted mail with a covering letter (not very sustainable, costly and is the most hassle)

Making the opt-out process easier for the recipient, will mean that in future, less items of mail will end up in the bin.