Robinson lists for efficient direct marketing

Alastair Tempest

Chapter 6 in International Direct Marketing, 2007, pp 129-152 from Springer

Abstract: Abstract National direct marketing associations in many countries have established what are known as “Robinson” or “preference” services. These services ensure that people who do not wish to be targeted by direct marketing do not receive any such advertising. These services are available to all providers of goods and services for the purpose of cleaning up their marketing lists. In some cases, the law in fact requires the use of these services. The advertiser can use these services in order to avoid targeting people who would never respond to this kind of advertisement and also to ensure that consumer wishes are respected. Such services are therefore advantageous for both the provider and the consumer. Robinson lists help satisfy the statutory requirement to give the consumer the option of blocking the delivery of advertising via what is known as the “optout procedure”. Robinson lists reinforce consumer confidence in direct marketing. Their existence shows consumers that advertisers act responsibly and are sensitive to their wishes in relation to advertising sent to the home. Compliance with Robinson lists increases the efficiency of direct marketing activities.

Keywords: Federal Communication Commission; Federal Trade Commission; REaD Group; Direct Marketing; Preference Service (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/978-3-540-39632-1_8

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