Everybody gets “junk” mail, but senior citizens are a special target for the direct-mail industry. Charitable causes tug at their heartstrings. Sweepstakes raise their hopes. Political opportunists prey on their fears. As a result, a movement to establish do-not-mail registries is growing.
Bills have been introduced in at least 19 states; none has passed. Illinois is weighing a “junk mail opt-out list.”
Opponents line up
The direct-mail industry resists such a move, pointing out that it contributes about $700 billion to the national economy, in addition to helping nonprofit organizations survive.
Another opponent is the U.S. Postal Service, which desperately needs direct-mail revenue.
Even more mail?
Critics say that this summer, with the national health care debate in full swing, mailings are flying. And with Medicare re-enrollment season coming up, would-be advisers are salivating.
The Congressional Research Service reports that about 100 billion pieces of direct or advertising mail are delivered to U.S. households in a year — 60 percent of all household mail, or nearly 17 pieces per household per week.
Other organizations have calculated that people 65 and older get more of it than any other age group.