Rising Above the ‘Noise’ of Digital Marketing With Direct Mail

As marketers, we have to ask ourselves how much “noise” we will be required to make to have our offerings heard against this cacophony of messages and how much our customers and prospects are willing to tolerate?

Remember in the 1960s when a direct mail campaign of a million pieces was a dream, but it was unlikely that even by combining house names, rentals, and trades, you could get your hands on that many names? (We hadn’t yet begun to call them data files or databases.)

And did you know what the abbreviations MM or M; B or Bn or Bil; T or Tn stood for? And if you did or could guess, it’s doubtful you could attach a specific number of zeros to each of them?

Things were quieter then, something like the quiet we have recently been experiencing in whole or partial lockdown. Admittedly, back then it was nice to hear the blare of trumpets on the Fourth of July holiday when the local brass band paraded through town, much nicer than the blasting sound of today’s boom boxes at full decibels. But paraphrasing the old saw, silence was golden.

Accepting that we are entering a totally different marketplace than any of us have experienced, it is fair to say that it is likely to be more boom box than brass band. According to the “Wall Street Journal,” WPP is forecasting “Political ad spending will total $9.9 billion in 2020…. up from $6.3 billion in 2016, when President Trump was elected.” That’s “B or Bn or Bil.” The same article projects the digital portion at “$2.8 billion, or 2.2% of total digital ad spending.”

If the spend was evenly divided among the 153.07 million registered voters, that would provide $6.53 each. But as we know, only about 30% of these, 9.5 million, are what are said by FiveThirtyEight to be potential swing voters and, if the spend was divided equally among them, it would allow $21.78 to bombard each of them with “electoral noise.”

As marketers, we have to ask ourselves how much “noise” we will be required to make to have our offerings heard against this cacophony of messages and how much our customers and prospects are willing to tolerate? We will need to contemplate whether the answer will be as T.S. Eliot wrote of the end of the world in “The Hollow Men”: “Not with a bang but a whimper.”

This may be one of the reasons why — along with the fragile and uncertain future of the U.S. Postal Service — so much recent interest has been generated by the resurgence of direct mail as a serious participant in the marketing mix.

Instead of being denigrated as “snail” (or worse) “junk” mail, the quiet “whimper” of a well-conceived and directed mailing, delivered in the mailbox, may single itself out and have greater impact than yet another loud explosion in the endless digital war for attention in the inbox.

Imagine Express put it succinctly:

“Direct mail provides companies with the commodity of time — time to communicate the message effectively, convey emotions and convert the customer.”

The “commodity of time” is often the secret asset missing from our frenzied marketing activities. It is so much faster, easier, even seemingly cheaper to fashion promotions for social media and digital than to weigh and choose all the interesting new options for direct mail, that this path of least resistance is the one chosen.

But wouldn’t be a good idea, especially now that we are emerging into new era, to revisit the past successes of direct mail as a major generator of leads, sales, and profits, and determine whether mail might make our messages raise above all the noise?

Yes, I Love Junk Mail! How About You?

It’s funny how direct mail pops up in my life in the most unexpected ways. When some people hear what I do, the typical comment is, “Direct mail … you mean, junk mail? Huh.” But I don’t bristle too much at the term. As Newman said on “Seinfeld,” “There really is no junk mail.”

It’s funny how direct mail pops up in my life in the most unexpected ways.

NMailMuch of my job involves reading through stacks and stacks of it and putting that analysis into our Who’s Mailing What! database. I’ve been doing it for more than a few years now, and I’m used to the reaction I sometimes get when I talk about it.

“Direct mail … you mean, junk mail? Huh.”

I don’t bristle much at the term “junk mail.” Denny Hatch, founder of Who’s Mailing What! has pointed out, “Junk is a very positive word. If you collect antiques, you love junk shops. If you collect old cars, you love junkyards.”

As Newman said on “Seinfeld,” “There really is no junk mail.”

True enough.

Junk mail is in the eye of the beholder, right?  What works for you, either as a consumer or marketer, may be good only for the recycling bin for others. I like finding that out.

What gave me pause and sparked this post was a news story about the results of the latest presidential survey by the firm Public Policy Polling (PPP). It was conducted on Aug. 26-28 and questioned 881 likely voters.

Among PPP’s findings were that Donald Trump’s unfavorability ratings were higher or lower versus assorted “unpleasant/unpopular” things like mosquitoes, Ryan Lochte, Bubonic Plague, and middle seats on airplanes.

And “junk mail.”

So, it turns out that Trump is viewed more favorably than junk mail 47/43, with 10% as “not sure.” Much of that is heavily skewed by Trump supporters; 92% chose him over mail. On the other hand, 67% of respondents in the 18-29 age group had a higher opinion of junk mail.

Tom Jensen of PPP told me that the mail question was one of many suggestions from social media, and yeah, they’re pretty funny. I get it, I think.

But I do love junk mail.

It’s a $50 billion industry that is far from dead. I see a bright future as it becomes more relevant, more programmatic, and more engaging thanks to technology and print. All of that helps many of you marketers and fundraisers be more successful in your work.

So, if you get a lot of junk mail at home, or at work, but you just don’t want to deal any more, you have a couple of choices.

For anyone who’s had enough, take a look at DMAchoice. Our friends at the DMA have a great service that provides flexibility about the types of mail you get.

Or, you can box it up and send it to me.

Seriously.

What’s in it for you? I’ll pay for your postage, as well as work out some incentives for your help. Just reach out to me via email.

I’d love to hear from you!

Direct Mail: Us vs. Them

So many times, poorly executed direct mail campaigns come down to how we wanted to send it vs. how recipients wanted to receive it. This can and should be avoided. Direct mail is not a one size fits all. Let me repeat that, direct mail is not a one-size-fits-all!

Screen Shot 2016-05-25 at 11.10.18 AMSo many times, poorly executed direct mail campaigns come down to how we wanted to send it vs. how recipients wanted to receive it. This can and should be avoided. Just because we went to a seminar on the latest direct mail trends that taught us all the things we need to be doing doesn’t mean that they will go over well with our audience. Direct mail is not a one size fits all. Let me repeat that, direct mail is not a one-size-fits-all!

In order to get a good response from your direct mail, you need to know what your recipients want. Yes, this means that you will have several different messages, offers, designs, etc. in your campaign. That’s a good thing. This can seem a bit daunting, when faced with several segments, to figure out what to do for each one. However, if you take this one step at a time it’s really not that difficult.

3 Step Plan:

1. Who

Who are the people you want to send your direct mail to? What are their preferences? What have they bought from you in the past or what have they shown an interest in?

2. What

Based on the above information, what offer will they most likely respond to?

3. How

Based on both who and what above, how can you design a direct mail piece that will allow you to be consistent with your brand and drop in the variable information for the offer and message?

For your direct mail to work, it needs to be all about them (recipients) not us (senders). Yes, we create the pieces, but they aren’t meant to be shoved down someone’s throat — they are meant to entice them to purchase. Keep in mind that sending a direct mail piece that has multiple offers on it so that you can send the same piece to your entire list is a bad idea. Here are a few tips on how to be more “them” than “us”:

Offer — Limit the number of offers on your direct mail piece. If you are targeting correctly, you only need one offer. The more choices you offer, the harder it is for the recipient to make a decision and, therefore, they will choose nothing.

Images — Use eye catching images that enhance your message. People like to look at images. These can be variable based on the recipient.

Simple — Keep your copy simple. Use a bullet list of key points. The copy should be about what is in it for them.

Tell — You need to tell the recipient what to do. How can they respond?

Expectations — Set expectations for the recipients — What will they get when they respond? How soon should they expect it?

Direct mail should court recipient attention and drive response. In order to do that, you need to see your product or service from their perspective. Why do they need it? What is so great? When your mail piece is well targeted and your message resonates, it’s desired direct mail. When you create mail pieces that aren’t about them and aren’t targeted, you create junk mail and it will be tossed into the trash. Have you received mail pieces recently that were poorly thought out, not something you would want or need? What could they have done to make the pieces more about you?

Don’t Do It Just Because You Can

Don’t do it just because you can. No kidding. … Any geek with moderate coding skills or any overzealous marketer with access to some data can do real damage to real human beings without any superpowers to speak of. Largely, we wouldn’t go so far as calling them permanent damages, but I must say that some marketing messages and practices are really annoying and invasive. Enough to classify them as “junk mail” or “spam.” Yeah, I said that, knowing full-well that those words are forbidden in the industry in which I built my career.

Don’t do it just because you can. No kidding. By the way, I could have gone with Ben Parker’s “With great power comes great responsibility” line, but I didn’t, as it has become an over-quoted cliché. Plus, I’m not much of a fan of “Spiderman.” Actually, I’m kidding this time. (Not the “Spiderman” part, as I’m more of a fan of “Thor.”) But the real reason is any geek with moderate coding skills or any overzealous marketer with access to some data can do real damage to real human beings without any superpowers to speak of. Largely, we wouldn’t go so far as calling them permanent damages, but I must say that some marketing messages and practices are really annoying and invasive. Enough to classify them as “junk mail” or “spam.” Yeah, I said that, knowing full-well that those words are forbidden in the industry in which I built my career.

All jokes aside, I received a call from my mother a few years ago asking me if this “urgent” letter that says her car warranty will expire if she does not act “right now” (along with a few exclamation marks) is something to which she must respond immediately. Many of us by now are impervious to such fake urgencies or outrageous claims (like “You’ve just won $10,000,000!!!”). But I then realized that there still are plenty of folks who would spend their hard-earned dollars based on such misleading messages. What really made me mad, other than the fact that my own mother was involved in that case, was that someone must have actually targeted her based on her age, ethnicity, housing value and, of course, the make and model of her automobile. I’ve been doing this job for too long to be unaware of potential data variables and techniques that must have played a part so that my mother to receive a series of such letters. Basically, some jerk must have created a segment that could be named as “old and gullible.” Without a doubt, this is a classic example of what should not be done just because one can.

One might dismiss it as an isolated case of a questionable practice done by questionable individuals with questionable moral integrity, but can we honestly say that? I, who knows the ins and outs of direct marketing practices quite well, fell into traps more than a few times, where supposedly a one-time order mysteriously turns into a continuity program without my consent, followed by an extremely cumbersome canceling process. Further, when I receive calls or emails from shady merchants with dubious offers, I can very well assume my information changed hands in very suspicious ways, if not through outright illegal routes.

Even without the criminal elements, as data become more ubiquitous and targeting techniques become more precise, an accumulation of seemingly inoffensive actions by innocuous data geeks can cause a big ripple in the offline (i.e., “real”) world. I am sure many of my fellow marketers remember the news about this reputable retail chain a few years ago; that they accurately predicted pregnancy in households based on their product purchase patterns and sent customized marketing messages featuring pregnancy-related products accordingly. Subsequently it became a big controversy, as such a targeted message was the way one particular head of household found out his teenage daughter was indeed pregnant. An unintended consequence? You bet.

I actually saw the presentation of the instigating statisticians in a predictive analytics conference before the whole incident hit the wire. At the time, the presenters were unaware of the consequences of their actions, so they proudly shared employed methodologies with the audience. But when I heard about what they were actually trying to predict, I immediately turned my head to look at the lead statistician in my then-analytical team sitting next to me, and saw that she had a concerned look that I must have had on my face, as well. And our concern was definitely not about the techniques, as we knew how to do the same when provided with similar sets of data. It was about the human consequences that such a prediction could bring, not just to the eventual targets, but also to the predictors and their fellow analysts in the industry who would all be lumped together as evil scientists by the outsiders. In predictive analytics, there is a price for being wrong; and at times, there is a price to pay for being right, too. Like I said, we shouldn’t do things just because we can.

Analysts do not have superpowers individually, but when technology and ample amounts of data are conjoined, the results can be quite influential and powerful, much like the way bombs can be built with common materials available at any hardware store. Ironically, I have been evangelizing that the data and technology should be wielded together to make big and dumb data smaller and smarter all this time. But providing answers to decision-makers in ready-to-be used formats, hence “humanizing” the data, may have its downside, too. Simply, “easy to use” can easily be “easy to abuse.” After all, humans are fallible creatures with ample amounts of greed and ambition. Even without any obvious bad intentions, it is sometimes very difficult to contemplate all angles, especially about those sensitive and squeamish humans.

I talked about the social consequences of the data business last month (refer to “How to Be a Good Data Scientist“), and that is why I emphasized that anyone who is about to get into this data field must possess deep understandings of both technology and human nature. That little sensor in your stomach that tells you “Oh, I have a bad feeling about this” may not come to everyone naturally, but we all need to be equipped with those safeguards like angels on our shoulders.

Hindsight is always 20/20, but apparently, those smart analysts who did that pregnancy prediction only thought about the techniques and the bottom line, but did not consider all the human factors. And they should have. Or, if not them, their manager should have. Or their partners in the marketing department should have. Or their public relations people should have. Heck, “someone” in their organization should have, alright? Just like we do not casually approach a woman on the street who “seems” pregnant and say “You must be pregnant.” Only socially inept people would do that.

People consider certain matters extremely private, in case some data geeks didn’t realize that. If I might add, the same goes for ailments such as erectile dysfunction or constipation, or any other personal business related to body parts that are considered private. Unless you are a doctor in an examining room, don’t say things like “You look old, so you must have hard time having sex, right?” It is already bad enough that we can’t even watch golf tournaments on TV without those commercials that assume that golf fans need help in that department. (By the way, having “two” bathtubs “outside” the house at dusk don’t make any sense either, when the effect of the drug can last for hours for heaven’s sake. Maybe the man lost interest because the tubs were too damn heavy?)

While it may vary from culture to culture, we all have some understanding of social boundaries in casual settings. When you are talking to a complete stranger on a plane ride, for example, you know exactly how much information that you would feel comfortable sharing with that person. And when someone crosses the line, we call that person inappropriate, or “creepy.” Unfortunately, that creepy line is set differently for each person who we encounter (I am sure people like George Clooney or Scarlett Johansson have a really high threshold for what might be considered creepy), but I think we can all agree that such a shady area can be loosely defined at the least. Therefore, when we deal with large amounts of data affecting a great many people, imagine a rather large common area of such creepiness/shadiness, and do not ever cross it. In other words, when in doubt, don’t go for it.

Now, as a lifelong database marketer, I am not advocating some over-the-top privacy zealots either, as most of them do not understand the nature of data work and can’t tell the difference between informed (and mutually beneficial) messages and Big Brother-like nosiness. This targeting business is never about looking up an individual’s record one at a time, but more about finding correlations between users and products and doing some good match-making in mass numbers. In other words, we don’t care what questionable sites anyone visits, and honest data players would not steal or abuse information with bad intent. I heard about waiters who steal credit card numbers from their customers with some swiping devices, but would you condemn the entire restaurant industry for that? Yes, there are thieves in any part of the society, but not all data players are hackers, just like not all waiters are thieves. Statistically speaking, much like flying being the safest from of travel, I can even argue that handing over your physical credit card to a stranger is even more dangerous than entering the credit card number on a website. It looks much worse when things go wrong, as incidents like that affect a great many all at once, just like when a plane crashes.

Years back, I used to frequent a Japanese Restaurant near my office. The owner, who doubled as the head sushi chef, was not a nosy type. So he waited for more than a year to ask me what I did for living. He had never heard anything about database marketing, direct marketing or CRM (no “Big Data” on the horizon at that time). So I had to find a simple way to explain what I do. As a sushi chef with some local reputation, I presumed that he would know personal preferences of many frequently visiting customers (or “high-value customers,” as marketers call them). He may know exactly who likes what kind of fish and types of cuts, who doesn’t like raw shellfish, who is allergic to what, who has less of a tolerance for wasabi or who would indulge in exotic fish roes. When I asked this question, his answer was a simple “yes.” Any diligent sushi chef would care for his or her customers that much. And I said, “Now imagine that you can provide such customized services to millions of people, with the help of computers and collected data.” He immediately understood the benefits of using data and analytics, and murmured “Ah so …”

Now let’s turn the table for a second here. From the customer’s point of view, yes, it is very convenient for me that my favorite sushi chef knows exactly how I like my sushi. Same goes for the local coffee barista who knows how you take your coffee every morning. Such knowledge is clearly mutually beneficial. But what if those business owners or service providers start asking about my personal finances or about my grown daughter in a “creepy” way? I wouldn’t care if they carried the best yellowtail in town or served the best cup of coffee in the world. I would cease all my interaction with them immediately. Sorry, they’ve just crossed that creepy line.

Years ago, I had more than a few chances to sit closely with Lester Wunderman, widely known as “The Father of Direct Marketing,” as the venture called I-Behavior in which I participated as one of the founders actually originated from an idea on a napkin from Lester and his friends. Having previously worked in an agency that still bears his name, and having only seen him behind a podium until I was introduced to him on one cool autumn afternoon in 1999, meeting him at a small round table and exchanging ideas with the master was like an unknown guitar enthusiast having a jam session with Eric Clapton. What was most amazing was that, at the beginning of the dot.com boom, he was completely unfazed about all those new ideas that were flying around at that time, and he was precisely pointing out why most of them would not succeed at all. I do not need to quote the early 21st century history to point out that his prediction was indeed accurate. When everyone was chasing the latest bit of technology for quick bucks, he was at least a decade ahead of all of those young bucks, already thinking about the human side of the equation. Now, I would not reveal his age out of respect, but let’s just say that almost all of the people in his age group would describe occupations of their offspring as “Oh, she just works on a computer all the time …” I can only wish that I will remain that sharp when I am his age.

One day, Wunderman very casually shared a draft of the “Consumer Bill of Rights for Online Engagement” with a small group of people who happened to be in his office. I was one of the lucky souls who heard about his idea firsthand, and I remember feeling that he was spot-on with every point, as usual. I read it again recently just as this Big Data hype is reaching its peak, just like the dot.com boom was moving with a force that could change the world back then. In many ways, such tidal waves do end up changing the world. But lest we forget, such shifts inevitably affect living, breathing human beings along the way. And for any movement guided by technology to sustain its velocity, people who are at the helm of the enabling technology must stay sensitive toward the needs of the rest of the human collective. In short, there is not much to gain by annoying and frustrating the masses.

Allow me to share Lester Wunderman’s “Consumer Bill of Rights for Online Engagement” verbatim, as it appeared in the second edition of his book “Being Direct”:

  1. Tell me clearly who you are and why you are contacting me.
  2. Tell me clearly what you are—or are not—going to do with the information I give.
  3. Don’t pretend that you know me personally. You don’t know me; you know some things about me.
  4. Don’t assume that we have a relationship.
  5. Don’t assume that I want to have a relationship with you.
  6. Make it easy for me to say “yes” and “no.”
  7. When I say “no,” accept that I mean not this, not now.
  8. Help me budget not only my money, but also my TIME.
  9. My time is valuable, don’t waste it.
  10. Make my shopping experience easier.
  11. Don’t communicate with me just because you can.
  12. If you do all of that, maybe we will then have the basis for a relationship!

So, after more than 15 years of the so-called digital revolution, how many of these are we violating almost routinely? Based on the look of my inboxes and sites that I visit, quite a lot and all the time. As I mentioned in my earlier article “The Future of Online is Offline,” I really get offended when even seasoned marketers use terms like “online person.” I do not become an online person simply because I happen to stumble onto some stupid website and forget to uncheck some pre-checked boxes. I am not some casual object at which some email division of a company can shoot to meet their top-down sales projections.

Oh, and good luck with that kind of mindless mass emailing; your base will soon be saturated and you will learn that irrelevant messages are bad for the senders, too. Proof? How is it that the conversion rate of a typical campaign did not increase dramatically during the past 40 years or so? Forget about open or click-through rate, but pay attention to the good-old conversion rate. You know, the one that measures actual sales. Don’t we have superior databases and technologies now? Why is anyone still bragging about mailing “more” in this century? Have you heard about “targeted” or “personalized” messages? Aren’t there lots and lots of toolsets for that?

As the technology advances, it becomes that much easier and faster to offend people. If the majority of data handlers continue to abuse their power, stemming from the data in their custody, the communication channels will soon run dry. Or worse, if abusive practices continue, the whole channel could be shut down by some legislation, as we have witnessed in the downfall of the outbound telemarketing channel. Unfortunately, a few bad apples will make things a lot worse a lot faster, but I see that even reputable companies do things just because they can. All the time, repeatedly.

Furthermore, in this day and age of abundant data, not offending someone or not violating rules aren’t good enough. In fact, to paraphrase comedian Chris Rock, only losers brag about doing things that they are supposed to do in the first place. The direct marketing industry has long been bragging about the self-governing nature of its tightly knit (and often incestuous) network, but as tools get cheaper and sharper by the day, we all need to be even more careful wielding this data weaponry. Because someday soon, we as consumers will be seeing messages everywhere around us, maybe through our retina directly, not just in our inboxes. Personal touch? Yes, in the creepiest way, if done wrong.

Visionaries like Lester Wunderman were concerned about the abusive nature of online communication from the very beginning. We should all read his words again, and think twice about social and human consequences of our actions. Google from its inception encapsulated a similar idea by simply stating its organizational objective as “Don’t be evil.” That does not mean that it will stop pursuing profit or cease to collect data. I think it means that Google will always try to be mindful about the influences of its actions on real people, who may not be in positions to control the data, but instead are on the side of being the subject of data collection.

I am not saying all of this out of some romantic altruism; rather, I am emphasizing the human side of the data business to preserve the forward-momentum of the Big Data movement, while I do not even care for its name. Because I still believe, even from a consumer’s point of view, that a great amount of efficiency could be achieved by using data and technology properly. No one can deny that modern life in general is much more convenient thanks to them. We do not get lost on streets often, we can translate foreign languages on the fly, we can talk to people on the other side of the globe while looking at their faces. We are much better informed about products and services that we care about, we can look up and order anything we want while walking on the street. And heck, we get suggestions before we even think about what we need.

But we can think of many negative effects of data, as well. It goes without saying that the data handlers must protect the data from falling into the wrong hands, which may have criminal intentions. Absolutely. That is like banks having to protect their vaults. Going a few steps further, if marketers want to retain the privilege of having ample amounts of consumer information and use such knowledge for their benefit, do not ever cross that creepy line. If the Consumer’s Bill of Rights is too much for you to retain, just remember this one line: “Don’t be creepy.”

Consumers Like Direct Mail

For the past several years, direct mail has been bashed for being too old school and past its time. The reality is far from that. Direct mail response is on the rise. Consumers enjoy getting direct mail that is applicable to them. When direct mail is targeted correctly, it will not be considered “junk mail.” Yes, even millennials like to get mail

For the past several years, direct mail has been bashed for being too old school and past its time. The reality is far from that. Direct mail response is on the rise. Consumers enjoy getting direct mail that is applicable to them. When direct mail is targeted correctly, it will not be considered “junk mail.” Yes, even millennials like to get mail.

Here are a few reasons people like to get mail:

  • Its delivered to their home through no effort on their part
  • It can be fun (get creative and think outside of the box)
  • A way to save money (people like a good deal)
  • It’s informative (people are curious)
  • It’s easily kept for future reference or use (use a magnet, they can then post on the fridge)

Direct mail statistics you should know (as reported in “From Letterbox to Inbox 2013”):

  • 79 percent of consumers say that they act on direct mail immediately
  • 56 percent of consumers stated that they found printed marketing to be the “most trustworthy” of all media channels

So what do people do after they get a direct mail piece? (“Consumer study reveals ‘direct mail matters’ in connected world,” July 11, 2013)

  • 44 percent visit a brands’ website
  • 34 percent search online for more information about the product
  • 26 percent keep the mailing for future reference

Keeping all of the above in mind, how can you change the way you send direct mail? Are you focused on the consumer and what is in it for them? Do you have a clear call to action and the benefits they get by responding? When you think you do, get someone from outside your organization to critique it for you. You will be surprised with what you can learn.

Using the fact that almost half of the recipients will go online and check you out after getting your direct mail piece, do you have landing pages designed with them in mind? Are you using responsive design so that they can view your website and landing pages on mobile devices? These days, using responsive design is the best way to have your online content look correctly no matter what device is looking at it. Direct mail will drive people to online engagement; make sure you are ready for them.

The only way that direct mail will continue to work is if we as marketers send direct mail to consumers that is designed well, has a clear call to action and is targeted to the right people. This keeps recipients happy and increases your response rates.

Direct Mail Still Haunted by the J-Word

Summertime and the living is easy. So I stopped by the local spirits shop for a bottle of pink Sancerre and I was greeted with a window display for Double Cross Vodka that included a tongue-in-cheek campaign called “Project Double Cross.” Of course, the campaign’s creator had to get his digs on direct mail

Summertime and the living is easy.

So I stopped by the local spirits shop for a bottle of pink Sancerre and I was greeted with a window display for Double Cross Vodka that included a tongue-in-cheek campaign called “Project Double Cross.” (See the image in the media player at right.)

Of course, the campaign’s creator had to get his digs on direct mail (somehow I assume “hardcore adult magazines” fascination is a male trait, though I could be wrong here) …

Well, I’m not a vodka drinker, but I’m happy to give a Slovakian import a little extra publicity here to make a point: Consumer activism against “junk mail” is a little self-defeating, even if this new brand is seeking to have a little fun. We all know direct mail provides consumers with choices, and is often used as a brand’s secret weapon for targeted marketing. Heck, the entire porn industry, ironically, was built on mail order. Even in 2012, you can be sure some folks in our advertising business still love to ridicule the medium.

The same day I was reading Advertising Age, the recognized voice of agencies and Madison Avenue, and I came across this coverage of a recent Negotiated Service Agreement (NSA) between Valassis Communications and the United States Postal Service, which gives Valassis preferred postal pricing in return for volume increase guarantees: “Postal Ruling Makes Junk Mail Cheaper.”

The newspaper business was taking its shot at criticizing the agreement, and the reporter—who accurately described Valassis as a direct mailer of coupons and circulars—matter-of-factly covered the story. (It’s very quaint in this digital age to see newspapers still set on duking it out with direct mail.)

Still it seems to me funny that the headline editor of a leading trade magazine for integrated marketing falls for the “junk mail” moniker so readily to describe direct mail. Plainly, in this case, direct mail’s power (and value) in circular advertising is its local targeting ability—precisely why newspaper publishers feel so threatened by the Valassis NSA. That doesn’t sound like junk to me, Advertising Age.

You’d think that after the rise of customer relationship management in the 1990s (and how CRM and direct-response agencies emerged as cash cows for their holding companies), and after today’s recognition of direct marketing’s now-very-much-in-vogue accountability and measurability, that both branding evangelists and well-informed journalists would move beyond the tired j-word terminology.

When I worked at the Direct Marketing Association years ago, we were ever-vigilant to monitor brands and newspapers and local governments and other influencers that spewed their attacks on “junk mail” in various rants and ravings, even if the reference was more casual than caustic. The point was then, and it’s still true today, that “junk” is not a label that can be assigned by anyone but the recipient—and no channel is immune from having its content being labeled as junk.

In my opinion, “digital junk” and “screen junk” is everywhere, for example, and there’s much less of it in my mailbox. But I understand that it all pays the way for free Internet, television, email, etc. And as a consumer, I welcome nearly the whole of it. The key for all brands is to use data to create less junk and more relevance—hardly worth a consumer “double cross.”

Now back to my glass of Sancerre.

Inside the Recycling Tub: Catalogs & Direct Mail, Post-Consumer

The year was 1990. Earth Day turned 20 years old. The darling book that year was 50 Simple Things You Can Do to Save the Earth. Its author’s top recommendation was “Stop Junk Mail.” The book was a “cultural phenomena,” as one reviewer recalled, selling more than 5 million copies in all.

The year was 1990. Earth Day turned 20 years old. The darling book that year was 50 Simple Things You Can Do to Save the Earth. Its author’s top recommendation was “Stop Junk Mail.” The book was a “cultural phenomena,” as one reviewer recalled, selling more than 5 million copies in all.

During the early 1990s, millions of consumers wrote their request to the then-Mail Preference Service (MPS, now DMAchoice) to remove themselves from national mailing lists, partially as a result of the media hype around that publication and its recommendation to consumers to sign up for MPS. Even some cities and towns urged their citizens (with taxpayer money) to get off mailing lists. I don’t think the Direct Marketing Association released publicly its MPS consumer registration figures, but it swelled to the point where some saturation mailers nearly considered not using the file for fear it would disqualify them for the lowest postage within certain ZIP Codes where new MPS registrants were concentrated. (DMA developed a saturation mailer format at the time to preserve MPS utility.)

Removing names from a mailing list is what solid waste management professionals call “source reduction”—an act that prevents the production of mail (and later waste) in the first place.

One of the reasons “junk mail” met with some consumer hostility then was simply because once you were done with a catalog or mail piece, wanted or not, there was no place to put it except in the trash. It seemed to many, “All this waste!” (that actually amounted to about 2.3 percent of the municipal solid waste stream back then).

Thankfully, there were other marketplace and public policy dynamics tied to support of the green movement, circa 1990. In a word, “recycling” (like source reduction) was seen as a part of responsible solid waste management. At the time, North American paper mills were scrambling to get recovered fiber to manufacture paper products and packaging with recycled content. Some states (and the federal government) set minimum recycled-content and “post-consumer” recycled-content percentage requirements for the paper they procured, while California mandated diversion goals for solid waste from its landfills. Increasingly, foreign trading partners were clamoring for America’s discarded paper to meet their ravenous demands for fiber. The cumulative results were an aggressive increase in the amount of paper collected for recycling and the number of collection points across the United States.

All this boded well for catalogs and direct mail, as far as their collection rates. Catalogs and magazines are considered equivalent when it comes to their fiber makeup. They do tend to have more hardwood (short, thinner fibers) versus softwood (long, strong fibers) since the hardwood gives a nice, smooth printing surface. When they are collected for recycling, recovered catalogs and magazines are suitable for lower quality paper/packaging grades, as well as for tissue. Some of the fiber does wind up getting used as post-consumer waste in new magazines and catalogs, but producers of such papers much prefer having recovered office paper (ideally not mixed with other lower-quality post-consumer papers) as their source of post-consumer content, as the quality is better for making higher quality magazine/catalog papers. (See link below from Verso Paper.)

Most direct mail when recovered is classified as mixed papers, and is suitable for tissue, packaging and other recovered-fiber products. (Today, a lot of paper recovery mixes it all together, and with positive reuse.) By 2007, DMA had received permission from the Federal Trade Commission to begin allowing mailers to place “recyclable” messages and seals on catalogs and mail pieces (roughly 60 percent of U.S. households must have access to local recycling options before “recyclable” labels can be used). Upon this FTC opinion, DMA promptly launched its “Recycle Please” logo program. By 2010, in addition, thousands of U.S. post offices were placing “Read-Respond-Recycle” collection bins for mixed paper in their lobbies.

When the U.S. Environmental Protection Agency began tracking “Standard Mail” in its biennial Municipal Solid Waste Characterization Report in 1990, the recovery rate (through recycling collection) was near 5 percent. By 2009 (the most current year reported), the recovery rate had increased more than 10-fold to 63 percent—but I cite this figure with a big asterisk. There will be a discussion in a future post on why the EPA MSW recycling data may not be as accurate (and as optimistic) as these findings seem to present. In fact, the EPA itself has asked for public comment on how its current MSW study methodology can be improved—again, more on that in another post.

While I’m not an expert on solid waste reporting, I certainly can see the positive direction underway here, no matter what the actual recovery rate may be. The more catalogs and direct mail that are recovered for their fiber, chances are that there will be more efficient use of that fiber in the supply chain, rather than ending up in a landfill. That helps relieve pressure on paper and packaging pricing, which is good for our bottom lines.

It might also, just a little bit, make a consumer think to herself “I love my junk mail”—as she takes the no-longer-needed mail at week’s or season’s end and places it into a recycling tub. Recycling makes us feel good. It is simple to do. Recycling may not truly save the Earth, but it certainly does extend the life of an importantly renewable natural resource, wood fiber.

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