Nonprofit group ForestEthics recently published their third annual list of ‘Naughty and Nice’ direct marketers. The list focuses on sustainable practices in direct mail/catalog marketing and highlights who’s doing a great job at thinking green and who’s not.
The list ranks companies based on four categories:
- Where the materials came from to make the paper
- If the supply chain, from forest to paper mill to printer, is FSC certified
- How much post-consumer recycled material is used to produce direct mail pieces
- Effort taken to reduce overall paper waste and consumption
Patagonia, Williams-Sonoma, Victoria’s Secret and Dell were among the ‘greenest’ direct mail marketers, receiving a prancing reindeer (that’s good) in every category. Companies that earned a lump of coal (that’s bad) in every category included Sears, Neiman Marcus, Eddie Bauer, Capital One, Chase Bank, Citi and American Express. You can see the complete list here.
I don’t understand why some direct marketers are still sending out 100-page catalogs and un-targeted direct mail. With great technologies now available—digital printing on demand, prospecting tools for targeting a precise audience type, eMarketing for companion marketing, etc—there’s no need to waste money or our natural resources.
Direct marketers, don’t be afraid to talk to your vendors, printing and fulfillment houses included. Work together and come up with green, targeted solutions for your advertising and marketing plans that will ultimately save you money and offer a better return on investment. Best of all, you’ll be able to ensure that you won’t be getting a lump of coal in your stocking from Santa next year!
