Direct Line Blog

Grassroots mail efforts redux

Share this article:

As serendipity would have it, the day after writing this post about the need for more industry people to speak up in defense of direct mail, I attended ALC’s For Brokers Only luncheon (a delightful event with fantastic food, great company and a worryingly close encounter with the sparkliest ballroom dancers I ever saw) and heard Donn Rappaport, CEO of ALC as well as this year’s DMA chairman, talk about this very subject.

During his speech, Rappaport revealed that the DMA has corralled a bunch of “celebrity” spokespeople – high-profile retail CEOs and the like – to help educate consumers why a do-not-mail bill will be harmful, and to put some of the environment facts and figures into perspective. This is a vital effort, as proved in our DMNews/Pitney Bowes survey on Direct Mail and the Environment (pdf) last December, which revealed that 48.4% of the consumers we polled thought that advertising mail accounted for 53% of total municipal waste. (If I were the type to use exclamation points, I would have added one there. It's a shocking figure.)

More details of the DMA’s campaigns will be forthcoming. But it’s refreshing to hear the likes of Rappaport acknowledge that perhaps the DMA hasn’t been as proactive as it could be on this matter, and that its leadership cannot do this alone.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.