You should know that such conversations are taking place, and that there could be some legislative action in this area. If passed, this legislation would establish a registry where consumers could prevent unsolicited mail from being delivered to them by businesses. The unfortunate aspect is that most of the proposed legislation does not allow consumers a choice of mail that they would like to receive; instead the consumer opts to receive all mail or no marketing mail at all.

There is a misperception that mail is harmful to our environment. In one survey 48% of the people polled indicated that advertising mail produced more than half of the country’s municipal waste. The correct number is 2%. The facts are that mail is a small part of a consumer’s “carbon footprint” and mail pieces are made from a highly renewable resource, trees.

The Direct Marketing Association (DMA) along with others in the mailing industry are working on tighter standards that would allow for consumer choice in the mail that they receive. The DMA has developed the Mail Preference Service where a consumer can input their choices for mail. Instead of the “Mail On” or “Mail Off” choice in most legislated proposals, this free service allows the consumer to direct the mail of their choice to their location.

Other industry efforts are helping to reduce the waste that is associated with marketing mail, some of which are discussed in other parts of this newsletter. For example, the move update requirement that is coming on line will start to address undeliverable mail that presently winds up in landfills. The delivery accuracy provided by the Intelligent Mail® barcode  will also reduce the waste in the mail stream. Marketing efforts that effectively pinpoint the recipient of a marketing message to those most likely to be interested also contribute to a reduction of “un wanted” mail.

In survey after survey people have indicated a preference for mail as the way to receive information about goods and services. It is important for everyone that sends mail and receives mail is made aware of the environmental facts surrounding mail so that proper decisions are made at the governmental level. Equally important is to comply with the new regulations about to come into effect so that the industry can point to a large reduction in undeliverable mail as a way that they are keeping mail out of landfills and reducing the “carbon footprint”.

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