Direct Mail Goes Green (Or At Least Starts Trying To)
July 23rd, 2008
Direct markeitng companies, including giants such as Microsoft and Washington Mutual, have formed a trade group called the Green Marketing Coalition to exchange ideas about sustainability and promote the adoption of best practices in direct mail. The U.S. Postal Service too is promoting list hygeine and other environmentally-friendly measures. Although some critics argue that the guidelines from both the postal service and the trade group lack teeth, one coalition member cites a very ambitious, long-term goal, “…yes, we know that eventually, we have to get paper out of the equation altogether.” The New York Times (July 23, 2008)