While most businesses – both small and large – would agree that direct mail marketing is a critical component of any marketing campaign, its environmental impact, at least in terms of its print efficiency, has been the subject of some concern.
According to a recent survey by BtoB magazine, of the more than half of respondents who plan to increase their marketing budgets this year, 36.6 percent plan to focus on direct mail initiatives.
However, as public demand for "green" products and services grows, marketers will be expected to evolve as well.
The City of Chicago, Illinois, has already moved to cut back on the less efficient aspects of direct mail marketing, teaming up with Catalog Choice to allow residents to pick which mail they receive from marketers.
"Once you've signed up with the Catalog Choice service, which is free, you can select your mail preferences and stop unwanted shipping of phone books, coupons, credit card solicitations and hearing aid flyers," writes Patty Wetli for the Center Square Journal. "But don’t worry, until you tell them to knock it off, you’re on J. Crew's list for life."