The Green Prospects
Finally, while the green message is getting louder on packages, it remains subsidiary to the marketing message. “Marketers say that too many messages confuse the buyer and depress response, [but] we are greening the mail because it needs to be done,” states Brophy, who says mailings should be made with preferable choices even if consumers may never know what those choices were.
Regardless of whether the green messaging is part of the package or not, it’s paramount that the transition be sped up … to reach green prospects, yes, and for the future of direct mail.
This article appears in the January 2008 issue of insidedirectmail. For more, go to www.insidedirectmail.com