Special Report: Sustainability & the Environment
12-Round Bout to be Green: Catalogers and environmental groups go toe-to-toe over mailing practices
June 2008 By Joe Keenan
|
Environmental groups Catalog Choice and ForestEthics are hot on catalogers’ tails. So are state governments, with 18 do-not-mail bills under review in 15 states as of the beginning of this year. As if catalogers didn’t have enough adversity — with postage on the rise again and the economy on the fall — they can’t afford to take the issue of environmentalism and sustainability lightly much longer.
That’s why we’ve devoted the cover section to this hot topic.
Consider the most recent events:
• On Oct. 9, 2007, relative newcomer Catalog Choice unveiled its free, Web-based service to encourage consumers to opt out of the catalogs they no longer wish to receive. The names are then sent to the respective catalogers to be removed from their mailing lists.
Although Catalog Choice is another in a long line of organizations such as GreenDimes.com, 41pounds.org, ProQuo and CatalogEnd, it got considerably more ink in the mainstream media than its predecessors.
While quick to point out that Catalog Choice doesn’t sponsor or support do-not-mail legislation, Project Director April Smith says the goal “is to provide the consumer with a convenient and free way to express their mail preferences. To reduce the number of unwanted catalogs they receive in the mail.” Smith worked with the National Wildlife Federation (one of the founders of Catalog Choice) in a consulting role regarding forestry and paper-related projects prior to joining Catalog Choice full time this past November.
• On March 11, 2008, the five-year anniversary of the National Do Not Call Registry, ForestEthics launched its own do-not-mail campaign to stop “junk mail.” Modeled after Do Not Call, the campaign seeks to honor consumers’ rights to choose what mail they receive by creating a registry where they can opt out of receiving all direct mail, catalogs included.
“Americans want a choice to be able to control a relationship they’re telling us they don’t want and never asked for,” says ForestEthics spokesperson Will Craven.
Putting Up a Fight
As positive a spin as the green groups put on their efforts, certain issues will be debated for some time:
• How are names that were collected from third-party organizations verified?
• How do these groups justify the tremendous job losses that will occur if their efforts are successful?
The Direct Marketing Association has attempted to lead a cataloger resistance. Newcomer American Catalog Mailer's Association, which was founded primarily to keep postal rate increases in check, is also looking to help its small but growing membership. The overriding rallying cry has been for industry self-regulation as a safeguard against the antagonistic third-party organizations or government legislation.
That’s why we’ve devoted the cover section to this hot topic.
Consider the most recent events:
• On Oct. 9, 2007, relative newcomer Catalog Choice unveiled its free, Web-based service to encourage consumers to opt out of the catalogs they no longer wish to receive. The names are then sent to the respective catalogers to be removed from their mailing lists.
Although Catalog Choice is another in a long line of organizations such as GreenDimes.com, 41pounds.org, ProQuo and CatalogEnd, it got considerably more ink in the mainstream media than its predecessors.
While quick to point out that Catalog Choice doesn’t sponsor or support do-not-mail legislation, Project Director April Smith says the goal “is to provide the consumer with a convenient and free way to express their mail preferences. To reduce the number of unwanted catalogs they receive in the mail.” Smith worked with the National Wildlife Federation (one of the founders of Catalog Choice) in a consulting role regarding forestry and paper-related projects prior to joining Catalog Choice full time this past November.
• On March 11, 2008, the five-year anniversary of the National Do Not Call Registry, ForestEthics launched its own do-not-mail campaign to stop “junk mail.” Modeled after Do Not Call, the campaign seeks to honor consumers’ rights to choose what mail they receive by creating a registry where they can opt out of receiving all direct mail, catalogs included.
“Americans want a choice to be able to control a relationship they’re telling us they don’t want and never asked for,” says ForestEthics spokesperson Will Craven.
Putting Up a Fight
As positive a spin as the green groups put on their efforts, certain issues will be debated for some time:
• How are names that were collected from third-party organizations verified?
• How do these groups justify the tremendous job losses that will occur if their efforts are successful?
The Direct Marketing Association has attempted to lead a cataloger resistance. Newcomer American Catalog Mailer's Association, which was founded primarily to keep postal rate increases in check, is also looking to help its small but growing membership. The overriding rallying cry has been for industry self-regulation as a safeguard against the antagonistic third-party organizations or government legislation.
Companies Mentioned:
 |
|
|
|||
|
|
|
Social Media ROI
Email Marketing that Works (2nd Edition)
