Direct Marketing

Junk mailDiane MacEachern has recently written a how-to post for North Americans to decrease the amount of junk mail turning up in their letterbox. I also suffer from that problem, except I live on 5 acres and rolled up collections of inked ads are thrown into the long grass at the front of our property every week. I never take the rubber band off, I never look at the messages, I collect them after I’ve mowed and dispose of them.

When we consider the lifecycle of a product, we have to look at the entire life: for a direct mail piece let’s consider growth and harvest of trees; transport of trees to make paper; transport to printer; use of inks, water and energy for printing, distribution to homes, distribution to tip. That’s a simplistic view of course, but now overlay the real purpose of the project – a sale. CMO Council lists a whole page of varying facts about direct mail, including this one, “Direct mail — yes junk mail via snail mail — still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for Internet display ads…”

Diane offers some good ideas for the consumer to restrict the mail arriving, but given that “44% of direct mail is never opened” (CMO Council again), and has such low take-up rates of “1.1 t0 1.4%”, I really believe that direct mail has to be carefully considered as a means of promotion in a world where resources are precious and finite. As a graphic designer, I can be part of the solution.

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2 thoughts on “Direct Marketing

  1. The direct mail approach to marketing and promotion seems very outdated. We also receive ridiculous amounts of “junk mail”, that gets plucked off our driveway and directly into the rubbish bin. What an absolute waste of money, resources, trees and time. Those poor trees. Big retailers need to re-think how to reach out to consumers.

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