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The Direct Marketing Association’s mission is to advance and protect responsible data-driven marketing, which covers both direct mail and email. Members agree to comply with strict guidelines, which cover aspects like privacy, data collection, consumer notice, and use of data. The DMA recently released its 2013 Annual Compliance Report, which details consumer affairs and casework covering the period from February 2012 through June 2013. The CSR Committee reviewed 55 cases during this time period, and in twelve of these cases, companies failed to be compliant and to correct their behavior.

The most complaints by far were generated by consumers who wanted to unsubscribe from a real-world mailing or catalog list. Email complaints led the rest of the pack – which means that marketers could do a better job of managing email unsubscribes.