MOST marketers readily concede it: getting rid of direct mail — or junk mail, as environmentalists and most recipients call it — would save a lot of trees. But they are not about to render bulk mailings obsolete.
A Postal Service scale encouraging direct-mail marketers to adopt environmentally friendly practices.
“The return on investment is just too high,” said Jeffrey Horton, marketing supervisor for Kawasaki Motors Corporation U.S.A.
So a group of direct-marketing companies, along with a handful of their corporate clients, are banding together to make an inherently unsustainable practice at least a little bit greener.
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