Join Trish Witkowski for an in-depth discussion in this video Is mail bad for the environment?, part of Learning Direct Mail Strategy.
…Over the years mail has developed a pretty serious image problem.…People think it's wasteful, bad for the environment, slow and…well on its way to becoming irrelevant in the media mix.…It has a nasty nickname, too, the J-word.…And to that I say, junk, that's funk. It's not junk if it's timely.…That coupon for a discount on your next oil change…really comes in handy when you're actually due for an oil…change, doesn't it?…The timing of when you send mail can make the…difference between whether someone keeps it or throws it away.…
Let's use the same coupon, still sent at the right time, but…on closer inspection it's actually not from your local auto repair shop.…Is from a shop located an inconvenient 30 miles away.…It's no longer relevant to you, is it? It makes a difference.…If the mail arrives at the right time with an offer that is relevant…to the recipient, it's not junk. It has value.…Now, in most cases, mail is made out of paper.…And in fact 66.8% of all paper consumed in the US is recovered for recycling.…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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