What regulations do I need to follow for direct mail?
Most marketers are well aware of email regulations – CAN-SPAM, GDPR, CASL – but direct mail operates under a different set of rules that are often less widely understood. And with direct mail booming (Lob'sState of Direct Mail 2026 report found companies now dedicate 25% of their marketing budgets to the channel, with 9 in 10 leaders increasing investment this year), it's worth knowing what applies to your program.
Here's a rundown of the key areas to keep on your radar. Please note: This is a starting point rather than legal advice. Your specific situation may differ, and it's worth looping in a qualified attorney or compliance professional when it matters.
There's no federal do-not-mail list, but opt-outs still matter
Unlike telemarketing, there's no federal Do Not Mail registry in the U.S. However, the Data & Marketing Association runs an optional Mail Preference Service that lets consumers opt out of unsolicited mail.
Honoring those requests and any direct opt-outs from consumers is considered best practice, and in some regulated industries, it's actually legally required.
Following USPS rules matters
The USPS sets binding requirements around how businesses should prepare, address, and classify mail. Get those wrong and the Postal Service candelay, return, or reject your mail entirely. That can mean a compliance failure for businesses sending legally required notices like financial disclosures or healthcare communications with strict privacy and timing regulations.
Lob's 2026 report found that 84% of marketing and operations leaders struggle to track USPS updates, and more than half say those changes have significantly disrupted their planning. Operations teams feel the pinch most, with 64% reporting major impacts.
Tip: Assign someone from your team to own USPS monitoring so policy and pricing changes don't catch your team off guard.
The rules vary by industry
Compliance requirements aren't one-size-fits-all. The regulations that apply to your direct mail program depend heavily on what industry you're in. It's worth taking the time to understand what's specific to your sector before you scale. Here are a few examples of what that could look like:
Don't overlook delivery timing
Some of the most consequential compliance requirements relate to timing. Creditors operating under TILA must deliver disclosures within set timeframes before a credit agreement takes effect, while RESPA governs similar windows for mortgage-related documents.
In insurance, most state codes mandate advance notice for policy changes, renewals, and cancellations. Medicare and Medicaid communications have their own strict timing requirements tied to CMS enrollment periods, and state consumer protection laws add another layer for things like debt collection and contract changes.
Missing these windows can expose your business to regulatory penalties, so stay on top of the rules for your industry and region.
GDPR applies no matter where you’re based
One regulation that catches many businesses off guard is GDPR. If you're mailing to anyone based in the European Union, the EU's General Data Protection Regulation applies to you regardless of where your business is headquartered.
That means you need a lawful basis for processing and using personal data, and recipients have rights around how their information is used and stored. The penalties for non-compliance are substantial, with fines reaching up to 4% of global annual revenue. If any portion of your mailing list includes EU residents, this one is worth a dedicated conversation with your legal team.
A few practical reminders
Keep your lists clean with address validation and suppress opt-outs promptly. Know where your data comes from and any restrictions attached to it. If you're mailing internationally, GDPR and Canada's CASL apply even to physical mail. And if your campaigns include sweepstakes or prize offers, state-level rules can get complex fast. Do a legal review upfront.
If you're working with a mail vendor or platform, check whether they're SOC 2 certified. It's a signal that they take data security seriously, which matters especially in healthcare and financial services.
For most businesses, direct mail compliance is manageable. A little ownership and due diligence go a long way toward running campaigns with confidence.
FAQs
Answered by:
Sam Melero
