The way in which the public views companies and the success of marketing campaigns can be influenced by how environmentally friendly their direct mail is perceived to be, it has been announced.
According to a recent study by the Direct Marketing Association and ONEPOST, personalized direct mail was perceived to be less environmentally damaging compared to mail pieces with no address data on them.
ONEPOST marketing manager Luan Wise commented on the results, saying that responsible mailing helped to promote a positive brand image.
"There is a clear difference in the response between unpersonalized leaflets and personally addressed direct mail in this study," she noted.
"The industry is working hard to overcome the 'junk mail' tag and these results are promising indicators of our efforts to achieve this."
Meanwhile, consumers can help contribute towards environmentally friendly mailing by utilizing technology such as the United States Postal Service (USPS®) online address verification
tool, to reduce the chance of returned mail.
Posted by Rachel Wheeler