Greening your Mailing List

Recently, the New York Times reported on the effects of unsolicited mail. Although celebrities such as Oprah have helped to support do-not-mail list laws 16 different states, others say that alternatives are still “ungreen” and that these laws are just a nuisance. Pitney Bowes executive Michael J. Critelli, in this interview, talks about how these laws aren’t really making the world a greener place.

I have to disagree.

Yes, emails take energy just like paper mailing. Yes, you can recycle paper. Yes, trees are, in most cases (at least today) cut down in a responsible manner for this type of thing.

That doesn’t mean that sending out a million letters to people who don’t want them is a good idea. In fact, arguing that cutting down on unsolicited mailings isn’t a green move is, frankly, bullshit. I understand that everyone has to make their dime, but I urge you to think about your mailing responsibly:

• Create an opt-in mailing list, where your customers sign up, rather than using random mailing addresses.
• Target your audience carefully. Sending information about your company to people who don’t fit your demographic is a waste.
• Use emails when possible. Yes, this has flaws, but is typically better than paper mailing.
• Work with companies that use recycled paper and responsible wood products.
• Revise your mailing list continuously. If you don’t receive replies from customers in ten years of soliciting them, chances are that they’re never going to contact you.
• Do one larger mailing packed with information instead of tons of little mailings.

There is something to be said for unsolicited mailing. Sometimes this is the best way to grow your business, and if it is, focus on going greener in other ways.