DMA UK 'Treeometer' Effort Takes Root

Britain's DM industry has planted 1,000 trees — 10 percent of its target number — under an environmental campaign launched with the Woodland Trust in August, the Direct Marketing Association (UK) Ltd. said yesterday.

The campaign encourages improvements in the industry's environmental performance to meet the requirements of its voluntary agreement with the British government. For every action a company takes to help achieve these targets, the DMA UK has pledged to plant a specific number of trees in native woodland.

The Woodland Trust is the United Kingdom's leading woodland conservation charity.

The effort, the DMA UK's third environmental campaign, links industry actions to a goal of planting 10,000 native trees nationwide by spring 2006. These actions include:

· Use of suppression on a mailing file.

· Running the Mailing Preference Service against a mailing file.

· Agencies briefing clients on environmentally friendly solutions to DM challenges.

· Use of sustainable materials in all activities.

Companies enter the actions they have taken, both on a company-wide basis and in specific campaigns, on As the number of trees planted increases, the home page “treeometer” turns green.

The DMA UK will send call-to-action messages throughout the coming months to engage the industry in this campaign.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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