While direct marketers currently have more ways of sending their messages to the masses than ever before, consumers have more ways to ignore those lines of communication as well, according to the keynote speaker John Greco, the Direct Marketing Association president, at the April 27 Direct Media Client Conference and Co-op, writes Multichannel Merchant (via MediaBuyerPlanner). Greco told direct marketers to use the new "three Rs" - relevance, responsibility, and results - to "break through the clutter."

On the topic of regulating the industry, Greco said, "Consumers are increasingly concerned about the level of trust they can place on marketers. Many people in the legislative world are waiting to regulate direct marketing."

According to Greco, if direct marketers are relevant with their offers - creatively using data and integrating channels, while tracking responses - they can lessen the possibility of increased direct marketing regulation. "If we don't start with self-regulation, and demonstrate we have the responsibility to self-regulate, we know what the optimum will be," said Greco.