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It's a crazy, scary world out there. In an age when identity theft is mentioned on the evening news nearly as often as rising gas prices, privacy and trust are two major issues in American consumers’ minds.
And on the flip side, personalization technology is becoming increasingly more accurate.
So marketers are faced with evolving their campaigns to both maintain customer trust and increase their ability to target their prospects.
If direct mail is part of your plan, the Ponemon Institute recently published an annual report that will give you a little extra confidence in continuing your efforts.
In its 2008 Privacy Trust Study of the United States Government, the U.S. Postal Service ranked first among Americans’ most trusted federal agencies for the fourth consecutive year. It has also increased its trustworthiness rating each year.
The report ranked 74 federal agencies from most- to least-trusted for their ability to keep citizens’ privacy and personal information safe.
That sure sounds like positive news for direct mailers, doesn’t it?
Sources:
http://www.ponemon.org/press.html
Inside Direct Mail, June 2008, “Lessons from Big Mail” by Ethan Boldt
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