While marketers still consider direct mail to be one of the most powerful ways to connect with customers, it is not considered the most eco-friendly way to do so. However, there are some simple steps that marketers can take to make their direct mail efforts much more sustainable – and effective – according to Brian Euclide, president of list processing and mailing management solutions at agency TEC Mailing Solutions.
His company works with printers, publishers, catalogers and direct mailers to run direct mail campaigns from start to finish. Euclide has found that greening a mailing list can be done in a few simple steps.
Ensure address hygiene. Eucline finds one of the biggest causes of waste in direct mail is an old list that has not been recently updated. “You see marketers that haven’t made any attempt to follow through on the address hygiene functionality, whether it is a change of address, or a variety of other things,” he says. To improve the quality of the list, Eucline recommends that marketers vet it at least quarterly. “That’s a hard thing for especially small businesses to swallow,” he says. “Even if you aren’t mailing to them on a regular basis, at least once or twice a year you should definitely be running that list through some address hygiene product.” TEC offers an online program where marketers upload their list and examine it to find outdated addresses. Other mailing list solutions providers are offering a range of products with similar services.
Continues at: Four ways to green your mailing list – Direct Marketing News.
Related articles
- Direct Mail: Destroying the Environment or Improving the Economy? (customerthink.com)
- 7 Costly Direct Marketing Mistakes (ereleases.com)
