Today we’re all scrambling to get green(er). So it’s important to note a few things about direct mail marketing that neither the print nor broadcast media mention. Direct mail IS green – more so than the soapbox environmentalist understand. Let’s review some stats, present some facts and the next time you’re blasted at a cocktail party for being a DMer – offer the following.

Today the majority of goods are distributed by the manufacturer to various wholesalers then to retailers. Retailers are housed in malls of a variety of sorts, strip, enclosed, and open air. Those buildings all take energy to build – maintain – heat – cool and they all have HUGE parking lots.

Parking lots that we all drive to find the best spot to park our guzzlers. We wait in line for clerks who all drove to work – and then we all drive home from all those hundreds of thousands of malls covering our country.

And we learned about what was for sale through hundreds of thousands of magazines, newspapers, urban newsprint magazines, penny savers, all housed in ugly plastic boxes on street corners everywhere hoping you’ll pick up a copy. Some of us have a daily delivery – using yet more gas. (note: the total weight of a NY Times Sunday edition paper is equivalent to the average yearly total of mail the average American receives)

Are you tracking all that waste?

How about the alternative of creating a central warehouse where goods are kept? Then let people know what’s for sale occasionally by having the USPS deliver a letter, flyer, catalog or postcard. Also, these messages almost always remind folks of a 24/7 web site. These printed pieces use paper made from trees specifically grown to make paper (like a corn crop), and the industry is reaching almost 100% soy based ink. Almost everything used to carry this message is recyclable.

The paradigm has shifted because in the all digital environment – dividing is encouraged, embraced, even celebrated – without financial penalties. Lexinet offers up many applications in this new digital world and one of the more cutting edge examples is variable newsletters.

OK, then to buy something a customer phones or orders on-line the things desired. And with a few days wait, the ultimate car pool guys (UPS or USPS) delivers your package of goods. Sweet. Efficient. Easy. Environmentally superior – the Ultimate Car Pool!

Did I mention that without the income from standard direct mail a first class stamp would be more like a dollar?
 
It does tick me off when general media beat up on direct mail. We’re an easy target and of course we are competition. We’re also too frugal to use our own channel just to toot our horn. So, do your own WOM (word of mouth) campaigning. When you present the facts about the channel choices above see if you can open some minds to the GREEN Channel – Direct Mail.