Marketers need to make direct mail greener

Consumers are surprised that any company would not consider putting a recycle logo or message on their direct mail pieces, according to a new study by postal management and advice organisation ONEPOST.

The research summarises the primary issues facing the direct mail industry and notes that education is the key factor for both consumers and businesses to better understand and implement best practice.

“We believe these findings will give businesses the opportunity to promote their brand whilst at the same time helping to further reduce their impact on the environment,” said Graham Cooper, managing director of ONEPOST.

“I hope many businesses will read the white paper and act on the findings,” said Alex Walsh, head of postal affairs at the Direct Marketing Association.  “There is a raft of Government environmental targets to meet and the direct marketing industry must take greater responsibility to ensure we deliver our share of the waste strategy objectives without the need for additional Government intervention.”

A copy of the white paper is available by emailing ONEPOST.