We live in an era where environmental impact is on the minds of many people, and every brand should be aware of how their actions are going to be perceived. Companies can’t do things the same way they did them even five years ago; climate change is real, it’s happening around us, and every company needs to be mindful of their environmental impact – especially when it comes to sales materials and direct mail pieces.
I thought most companies were aware of the need to not be seen as wasteful, so I was surprised and frankly a bit irked to get this massive 2 pound 3 oz, 787 page catalog from Uline recently (shown above). This wasn’t just any junk mail – it was huge! I didn’t request this catalog, have never purchased anything from them, never gave them my information, and am not part of their customer market. It was addressed to the “shipping department” of an LLC I spun up two years ago for working with one client as a small side gig. This is Uline’s “hello” to a potential new customer, but I don’t have a warehouse or ship anything. This is direct mail marketing without appropriate targeting, and it backfired.Continue reading #IronSharpensIron: When Direct Mail Hurts Instead of Helps