Both companies have found public support from the Direct Marketing Association (DMA), which counts eBay and Amazon among its members.
The Direct Marketing Association keeps a list of those who sign up at its site to opt-out of direct mail.
The Direct Marketing Association also objects to the government buying marketing lists.
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Costs per redemption compare favorably to those from email, newspaper, paid search, and display media based on data from the Direct Marketing Association.
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Studies of members of America's Direct Marketing Association by independent researchers have found that more than half did not abide even by the association's modest guidelines.
The response rate for banks is less than 0.5% for every 100, 000 offers mailed, or about half the direct-mail industry average, according to the Direct Marketing Association.
The 4, 700-member Direct Marketing Association is fighting any new authority for the states, arguing the SSUTA has barely reduced the tax collection burden presented by 7, 500 different sales jurisdictions.
The Council of Better Business Bureaus and the Direct Marketing Association will not sanction or penalize companies or otherwise enforce with respect to DNT signals set on IE10 or other browsers.
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Research by the Direct Marketing Association and e-mail marketing firm Experian showed that 26% of marketers are confused about the new directive and do not know what impact it will have on their business.
Both the House and Senate have promised hearings this fall on the idea, which faces strong opposition from anti-tax Republicans, online-only retailers such as Amazon.com (nasdaq: AMZN - news - people ) and the Direct Marketing Association.
Industry groups, such the Direct Marketing Association, want the bill to be more flexible, suggesting that Web site operators have the ability, for instance, to provide parental notification, rather than get parental consent so a business can respond directly to a child's request.
Working with the Direct Mail Marketing Association, Mr. Edelman's firm created an opt-out program that helped quell growing objections about junk mail.
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