I got sixteen individual items of junk mail through my letterbox this morning.
Home furnishings, credit card offers, pizza restaurants, insurance… it goes on and on.
Much of it has the pseudo-personal approach of “specially delivered to you by hand,” etc. Is anyone really fooled by that?
Today’s quantity is more than usual. The usual daily deluge is three to five items. If you replicate that across the country, I bet it’s the equivalent of half a rainforest being chopped down every week just for
junk mail direct marketing.
Much of it no doubt is from recycled paper. But all that paper started in a forest somewhere.
If companies who do this are really concerned about the environment, how about stop doing it and save a rainforest?
Or move it all online.
There’s a growing trend to that, according to Brand Republic:
Email marketing has overtaken print direct mail by volume for the first time, as companies maximise the targeting and cost-saving potential of digital direct marketing.
The average number of emails rose by 50 per cent in the last quarter, according to the latest Direct Marketing Association (DMA) Email Benchmarking report.
Email marketing volume is set to grow by another third, predicted all respondents. The report highlighted the channelâ€™s ability to react swiftly to market opportunities, its short production cycle and low production costs.
Great, please do more of it electronically so that my spam filters can trap and delete it all before I even see it.