Can Direct Mail be Environmentally Friendly
I am probably going to regret opening this can of worms but lately my thoughts have turned to the impact on the environment of direct marketing. I am not crazy enough to tell you that marketing (especially direct mail) is a positive environmental force - a few industries today can claim to be that. But I do think that my colleagues and I are reducing the impact, albeit in a small way.
By focusing on customer data, companies can dramatically change the environmental impact of their direct mail initiatives. Specifically,
1. By building a complete view of the customer (linking disparate databases), companies can reduce duplicate mailings and control the flow of communication to their customers.
2. Using analysis techniques such as predictive modelling and segmentation, communications can be targeted maximizing the impact of every piece of mail. This can ensure that only those most likely to respond will receive a piece of direct mail.
3. By cleaning up databases, and fixing addresses, undeliverable mail can be reduced.
4. By enabling opt-outs (and using the CMA opt-out list)- and specification of contact preferences - companies ensure that those who do not want to receive mail do not get it.
5. By merge-purging external lists against one another and internal files, targeting of the same prospect multiple times can be avoided.
My response for years when asked "Oh, so you are responsible for all this direct mail I get" has been "No, I am responsible for all the direct mail you DON'T get". I have a feeling I might be asked that more and more in the coming years!
For more on this read the Aberdeen Group's report:
Green Marketing: Leveraging Customer Data to Reduce Direct Mail Waste by Aberdeen Group.
I am also encouraged by the new focus being shown on this issue by our key industry groups – perhaps too little too late but all action is better than nothing:
- NAMMU (National Association of Major Mail Users) has an annual award that recognizes innovation in making the mailing industry as environmentally friendly as possible. The winner in 2007 was Domtar for their EarthChoice Paper.
- DMAT (Direct Marketing Association of Toronto) has recently announced the creation of a taskforce to study the issue of environmental responsibility.
- The Forest Stewardship Council of Canada (FSC) launched their FSCXpert (FSCX) Program late last year – this is an educational program and designation for graphic designers, and communications and marketing professionals committed to responsible forest management.
- And, of course, the CMA has a variety of case studies and green tips available to marketers who want to reduce their environmental footprint.
