When I read the account of Alan During’s struggle to curb junk mail delivery to his residence, I couldn’t help but laugh out loud; is there anyone who can’t relate? For a solid year, Alan not only kept all the junk mail he received; he also chronicled the amount and type of mail delivered (i.e. 15 pounds worth of phone books!) before attempting to get off the mailers’ lists. His experiment has me wondering: how will sustainability influence marketing in the quickly evolving green business world?
All told, Alan amassed a whopping 50 pound, two-feet-tall stack of mail: the phonebooks, plus neighborhood advertisers (5 pounds), Eddie Bauer, Bike Nashbar, Performance Bicycle, Road Runner Sports catalogues (10 pounds), info-tech advertising (2 pounds), political mail (1 pound), tabloids (1 pound), and other various and sundry randomness (16 pounds). Talk about unwanted weight gain!
Alan faced a choice: reduce, reuse, or recycle. He opted for the first, attempting to prevent future mailings by removing himself from the companies’ mailing lists. (He probably also recycled the unwanted mail.) Doing so required no small amount of elbow grease on his part: the man telephoned, Googled, ad-mail-prevention-service registered, and snail-mailed his way through a painful stemming-the-junk-mail-flow process. He achieved limited success: several mailers could not be contacted, others continued the mailings despite his protests, and a small percentage heeded his requests.
I admire Alan’s publishing of his experiment, since it is something of a window into his personal life (Eddie Bauer meets Bike Nashbar – really?!). But the experiment also raised questions, in my mind, as to the sanity of American marketing techniques. Not only did the junk mailings deter Alan from making any purchases; they also motivated him to cut ties with the mailers. If these techniques alienate other consumers like they did Alan, are the techniques even reasonable? Are direct mailers aware of the growing sustainability movement in the corporate world? Do businesses actually make enough money from Paper Onslaught Marketing to compensate for their advertising costs and environmental damage? Or are marketers out of their minds?
I did a little research of my own. I uncovered a report by Tom Egelhoff, whom I suspect is an old school marketer; his website claims that if half of the 1 to 2 percent of people who respond to well-planned mass mailings actually purchase the product, the mailer will make an adequate profit. On the other hand, many companies (like those involved with the Direct Marketing Association’s “Green 15” resolution) are seeking to reduce their environmental impact, in part by decreasing direct mailing, in an effort to improve their bottom line. Looks like, PressReleasePoint.com reports, “direct mail waste reduction… is becoming an economic imperative,” and “direct mail waste reduction is an area where environmental concerns and shareholder interests coincide.” After all, would “mail management” organizations like DMAchoice.org exist if direct marketing was popular among consumers? It appears that, at least in a limited sense, more marketers are attempting to merge sustainable marketing with profit.
It has me wondering: should the government intervene in companies that market through direct mailing? (The government has, after all, taken a number of other measures recently to strongly encourage sustainability.) While anti-junk-mail legislation could potentially decrease waste and pollution, would it also infringe on companies’ freedom of expression? And, would the risk of long-term profit be worth the risk of loss in an already dangerous economic climate?