Licensed to ill

I read your recent editor’s page in the March 1 edition (“Let’s make lemonade,” page 21). It would be very kind of you and your colleagues to leave the driver’s license issue alone. I am in the direct mail business, but I would prefer that the information I have to provide the state to get my license remain confidential.

I realize that some of this information may be available from other sources. If so, use the other source. It seems as though privacy is becoming a thing of the past, and attitudes toward direct mail are getting worse. Direct marketers fighting for information on driver’s licenses will only make consumer attitudes worse.

It would be acceptable if the information were used only for list hygiene, but that’s not where it ends. If someone fills out a questionnaire at the mall, he can assume the information will be shared. But when the information is required, such as on a driver’s license, I find it intrusive when it’s used for marketing purposes.

When I hear tales of the banking industry sharing customer information with anyone willing to pay the price, it sickens me. I can see the day when marketers will be put in the same unsavory category as lawyers and used-car salesmen, and I would hate to see that come about.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.