What Does Green Direct Marketing Mean?

Steven Sheck

Steven Sheck President and Founder

Brief info:

• Owner and President of Infinite Media, comprising Mailinglists.com, MailingListsXPRESS, and MailingListsXPRESS/UK (see below)
• Overall, 40 years of experience working in the direct marketing industry
• Considered an industry expert in business to business direct marketing
• Has worked with the D&B file for over 25 years.
• In-depth knowledge of all D&B list data products
• Implements in-house processing for all orders
• Partner in the list company Complete Mailing Lists

“Give us a call. You can count on me and everyone at Mailinglists.com for fresh, entrepreneurial enthusiasm plus disciplined Fortune 500 experience to power your next direct marketing campaign.”

This year, MailingListsXPRESS expanded their relationship with Dun & Bradstreet, acquiring most of the customer assets of D&B’s UK reseller division. Mailinglistsxpress/UK has been operational since June 1, 2018 with an office in Windsor, a suburb of London. Read more about this latest chapter in our growth.

Steven Sheck founded Infinite Media in 1993 after working for many years at major direct marketing firms. He has managed direct marketing campaigns for a number of A-list clients. Among them are OfficeMax, Nextel, AT&T, General Electric, American Express, and Pitney Bowes.

Green direct marketing is not limited to offers of eco-friendly products and services. A direct response audience may support issues of sustainability and the environment. If this is known to be true, it becomes incumbent on marketers to demonstrate sensitivity to the issues their prospects and customers share.

Green Direct Marketing Is As Green Direct Marketing Does

A company that has achieved green certification, or is a member of a green organization, must make it known. Logos and badges that proclaim such distinction should appear in all communications.

Recipients must know what is being done to create and send eco-friendly mail pieces. From recycled paper to non-toxic ink to low emission processes, backing up words with actions creates credibility. A well integrated omni-channel campaign can be green, while preserving the known advantages of physical pieces. (Note: There is evidence that a good number of reliably eco-friendly buyers continue to receive and order from printed catalogs. Does this list exist? Yes it does.)

The Medium Sends A Message

Mailers may even offer choices of how to receive information and offers, including email, SMS, phone, and digital display. Assure those who may not want physical mail that any coupons or vouchers will have digital equivalents, so they will never miss out on offers. This can even be offered in a printed piece by simply providing a QR code that opens a web page of preferences. Or a text response mechanism, “To receive email alerts only, text 2 to 000-0000”, and so on. Each of these can be personalized.

Even in the absence of postal direct mail, the remaining electronic channels, alone or in concert, can produce solid results. The good will this approach generates can mean the difference between an ongoing relationship and a lost customer.

Green Data Hygiene

It is generally accepted that most of the success of a direct mail campaign is determined by the list. Sharpen and update all house lists. When buying lists, ask tough questions about freshness and accuracy. More is not always better. Mailing fewer pieces yields a smaller carbon footprint. At the same time, better-focused mailings mean improved ROI while reducing waste.

  • Create marketing personas to ensure that well-defined prospects are targeted.
  • Hone all house lists. Use Recency/Frequency/Monetary analysis to model for customer value. Remember the old 80/20 rule.
  • Explore software tools that facilitate exploring empty/abandoned cart data. Reel in the prospects that seemingly got away, the simple fact that they began the process places them in the funnel.
  • Provide easy ways for opting in or opting out. Provide preferences for HOW info and offers are received if people opt in.
  • Send direct mail to deliverable addresses – one to a customer! Use tools (or be sure any list provider does) like NCOA and de-duplication. Ask how recently a list has been updated.

Many of these ideas and more are laid out in the DMA’s Green 15 framework. From all aspects of production to list management and waste management, it describes best practices that put the DMA membership and the direct maul marketing industry in sync with the common sense needs of businesses and consumers.