DMA spokeswoman Lara Shannon told PrintWeek the industry could face draconian legislation if it didnt comply. By 2005, 30% of direct mail is expected to be recycled, she said. The fax, telephone, SMS and e-mail are all regulated, so mail is the only one that isnt at the moment. We need to get through to the big mailers that blanket mass mailing isnt on anymore.
SR Communications managing director John Burbidge agreed that targeting was crucial for the future of the industry, but thought that getting people to recycle direct mail was ridiculous. Are they suggesting that every bill we get we recycle? It contains direct marketing, so to what end do we have to go? he said.
Smaller print runs would not spell disaster for printers, he added, but the better the list the better we can do digital printing for targeted marketing.
Lettershop Groups group services director Steven Hudson believed that the key problem lay with persuading the consumer to recycle more waste. Improving targeting is an interesting aspect of this, as due to privacy laws and the [reduced] availability of the electoral role thanks to the government, the ability to target has been significantly diminished.
Part of the scheme also sets out a guide to sourcing acceptable materials, such as alternative biodegradable windows, but Hudson remained sceptical. Royal Mail has very strict guidelines about the windows that can be used in envelopes, including degree of reflection and transparency. These things all need to be considered.
Hudson believed that there was an element of political pandering in the agreement. If asked about direct mail, the public is not in favour of it. But if theyre asked in a different way, such as how many items have they bought by mail order, then the answer is usually different. Picking on direct mail is politically convenient.
Story by Rachel Barnes
