Direct mail: trash, treasure or something in between?

David Miliband, environment secretary, announced that the government may make changes to the current mailing preference service and instead introduce a new system where customers only receive direct mail if a central register contacts them and adds their name to a mailing list.

The Direct Marketing Association in Britain expressed concern over what ramifications this could have to those in both the printing and direct mail industries, citing a significant loss of jobs as one of the greatest issues.

In Australia, Rob Edwards, CEO of the Australian Direct Marketing Association said that direct mail is an important channel for direct customer communication. "Although a lot of consumers may choose to interact with businesses over the web, product enquiry will invariably result in a fulfilment pack of sorts," he said. "ADMA's Consumer Insight Study in 2005 showed that customers prefer mail over all other forms of marketing communications."

As for the link between direct mail and increasing pollution problems, Edwards said that it was unlikely that direct mailing was having similar effects within Australia. "In a sense, it's a local issue," he said. "The preponderance of recycling at a local government level in Australia as opposed to very limited means in the UK makes it less of an issue here. If organisations are more targeted in their approach and offer products and services that are relevant, it will also be less of a problem."

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