Why and How of Tobacco Industry Direct Mail Marketing: Evidence from Tobacco Industry Documents

Background: Direct mail from tobacco companies to those on their extensive databases provides the industry with a way of communicating directly with consumers while operating out of sight of the general public and under the radar screen of public health and regulating agencies.

Methods: Analysis of previously secret tobacco industry documents.

Results: Research into the use of direct mail and development of databases containing detailed information on consumers began in the early 1980s. In less than 10 years the two largest cigarette manufacturers had each compiled databases containing the names of 25-40 million smokers and were mailing millions of pieces both to reinforce and reward brand loyalty and to attract competitive smokers. A variety of means, including purchase of mailing lists and recruitment through brand promotional efforts (e.g., sign-ups at industry events or sweepstakes entries) have been employed to capture names and information for databases. Databases are updated regularly, often with information collected through direct mail, and include information on consumer demographics, smoking preference, psychographics and consumer participation in brand marketing activities.

Discussion: Direct mail is valued by the tobacco industry for its ability to more precisely target smokers, build and foster relationships with them, bypass restrictions on tobacco marketing and reduce the visibility of industry marketing to others. To the extent that direct mail marketing may be successful in maintaining and increasing tobacco sales, it may negatively influence health and undermine pro-health policy initiatives by encouraging increased consumption and discouraging smoking cessation.