We don’t want 0% finance offers and catalogues, charity appeals and prize draws.  But wait a minute – what’s this? Oh yes that looks like an interesting insurance deal – better than my current policy. And I didn’t know that I could get discounts on those flowers with this card!

Not all of it’s ‘junk’ after all.

I realised the other day when I chaired the first seminar for ONEPOST on how to make the direct marketing industry greener – held in London for the firm’s customers and staff, that I’m one of those who gave direct mail its ‘junk’ tag. One of those aggravating consumer journalists who side of the consumers and accept their moans and criticisms without question? Or one of those writers and broadcasters who make the industry examine its practices and improve?

I’d like to think I’m in the latter category and you’ve got me to thank that consumers are no longer bombarded with mail they don’t want, and that most are now happy to accept the trickle of targeted mail that’s useful to them, instead of turning to the Mailing Preference Service for help to impose a blanket ban on all marketing material. I’m sure it’s not as clear cut as that, but there’s no doubt the industry is changing and its relationship with customers is not as bad as it was. But  there’s still a way to go.

The seminar in London, and the following one in Birmingham, was useful in making the people there think about the environmental issues.  The main discussion centered around how to persuade recipients of direct mail to recycle, but acknowledged that better targeting and the use of data cleansing systems means sending out less in the first place – which is not only even more beneficial for the environment but also the coffers of business and promotes a better return on investment.

But my biggest concern is that the people at the seminars are already convinced. It’s those who weren’t there who need to be reached. Your next challenge is to target the mailing messages at those who as yet haven’t been ready to hear. And as for the two seminars themselves? I enjoyed them a lot. It’s very good for journalists to meet the people working in the industries they write or broadcast about and to hear the discussions as they take place. It can only improve understanding all round.