Direct mail

from Wikipedia, the free encyclopedia

The direct mail is a delivery form of Deutsche Post . It takes place in the form of the bulk delivery of identical mail items to a group of recipients by the deliverers . Here, the bulk mail is usually thrown into the mailboxes of households by a postman in large quantities at a reduced fee as printed matter . The term "direct mail" is also used synonymously.

The direct mail is unsolicited, not addressed or partially addressed and is primarily used for advertising purposes.

Direct mail differs from direct mail only in the quality of the delivery: in the case of direct mail, this is done either commercially by distributors of advertising brochures , daily and weekly newspapers or non-commercially by volunteers from an interest group.

history

On March 1, 1925 , direct mail had been approved by the Deutsche Post on a trial basis under the name Throwing mail for bulk printed matter . At least 1,000 pieces had to be posted at once. The type of recipient was to be specified. In the course of time, different minimum deliveries, maximum weights, fees etc. followed. In 1927, direct mail was given the designation "mail unloading", now mixed mail (printed matter and product samples) could also be posted as direct mail (until 1954). At the beginning of the Second World War the service was discontinued, after the war it was re-admitted. After July 1, 1954, the distinction between printed matter and mixed mail was abolished by the Deutsche Bundespost . The service was discontinued on December 31, 2015.

The German postal order of 1964 allowed direct mail under the designation Wurfsendung only up to 50 g (1984 up to 100 g).

Today's conditions

Envelope of a promotional item with the dispatch type "Postaktuell", by Deutsche Post in October 2017
Address field of a partially addressed item (mail throw special)

The partially addressed mailing form “Postwurfspezial” has existed for several years. In this case, an address is printed on the shipment, which does not contain a name, but a general description such as "To all [target group description]". The mail centers are mixed directly into the other mail items to be delivered by the mailing center via the delivery route sorting and also provided with a destination code . Due to the partial addressing, recipients should pay more attention to the shipment, as it does not look like a normal direct mail item in terms of external appearance. The product is therefore classified between POSTAKTUELL and Dialogpost . Addressing takes place with the information stored by Deutsche Post about the respective number of households at a house address and the number of those who refuse to advertise there, so that the required number of items can be provided precisely. Partially addressed items may not be delivered to those who refuse to advertise, despite the address on the item. This distinguishes the handling from Dialogpost, which must be addressed to a specific recipient.

Since January 1, 2016, direct mail has been referred to as "POSTAKTUELL" and is offered at different prices and distribution options.

The Swiss Post markets the same product under the name "PromoPost".

The Austrian Post sold the same product under the name "Info.Post".

No advertising

Advertising ban

The recipient can protect himself against unsolicited, unaddressed and unwanted mail by using a sticker on his mailbox to indicate that advertising is not desired . This note is observed by reputable distributors. There are different texts on the stickers, e.g. B. Please do not post any advertising or free newspapers , a general ban on advertising such as Do not post any advertising or a list of undesirable advertising materials .

House mailboxes with stickers to deny advertising in the Netherlands

Post deliverers and prospectus distributors are not allowed to post advertising materials or direct mail items that are not personally addressed here. This also applies to so-called partially addressed items, e.g. B. "To the garden friends of the house Bergstrasse 10, Musterstadt". In contrast, personally addressed advertising mail must be delivered by mail carriers.

In the case of editorial advertising leaflets, free weekly newspapers or free newspapers with advertising inserts, the note “no advertising” is not sufficient to prevent unwanted delivery. Here, the note 'no advertising' may have to be supplemented with the addition of no free newspapers or no free newspapers, flyers, direct mail and weekly papers .

Some senders of personally addressed advertising compare their address data against the Robinson list . An entry in the Robinson list should help against some of the personally addressed unsolicited advertising.

Direct mail against the express will of the recipient represents an illegal interference with the right to informational self-determination .

For the regulation in Austria see waiver of advertising .

In Switzerland, you can use a “stop sticker” attached to your letterbox to indicate (which 39% of all households do) whether you want advertising or not. The sticker is accepted by the post office and the major direct mail companies . In the opinion of Swiss Post, information from parties and organizations in the run-up to elections and votes, official notices and appeals for donations from non-profit organizations are not considered advertising and will be thrown in even if a stop sticker is present.

See also

References and comments

  1. ↑ Thank you for your trust!
  2. ↑ Direct mail. Retrieved March 27, 2017 .
  3. ↑ BGH, judgment of December 20, 1988, Az. VI ZR 182/88, full text .
  4. ↑ OLG Karlsruhe , judgment of July 12, 1991, AZ. 15 U 76/91, short message .
  5. ^ LG Lüneburg , judgment of November 4, 2011, Az. 4 S 44/11, full text .
  6. ↑ Litter broadcast

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