Here’s an inconvenient truth….
May 18, 2007
….for our friends – and I use the term with grave reservations – in the direct-mail industry:
“The average American receives 11 pieces of unsolicited junk mail each week — accounting for 100 million trees cut down annually, according to the Center for a New American Dream, a nonprofit dedicated to promoting responsible consumerism.” – AOL
That is a pretty hefty carbon footprint. And here’s the kicker – most people these days separate the wanted mail from the junk mail before their walk from the mailbox to the house is completed. Some intrepid souls stroll past the outside trash can and dump the junk mail, so it never gets in the house. The sales pitch never gets made!
All of which makes me wonder why anyone used direct mail. It’s a more cumbersome dinosaur than Betamax video decks.
At least with junk e-mail I can see the economy – if I can reach millions for a few cents the odds are stacked in my favor. Direct mail – not so much.
If I want to consider life insurance, a vacation home, an oil change, a political candidate or a lawn service I’ll do the research. The direct-mail scatter-gun approach is not welcome here.
Leave me, and the trees, alone.
