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Summary

With the holiday season upon us, tens of millions of consumers are opening their mailboxes each day to discover a deluge of merchandise catalogs. While the overall volume may be roughly the same as in years past, many companies are thriving to become increasingly sophisticated in terms of sending out more-precise, lower-volume direct mail pieces.

Recent Aberdeen research suggests that the increasing number of consumers--and policymakers--are demanding that companies implement environmentally responsible business practices. Meanwhile, a growing number of vendors, including providers of list processing, customer data integrations and advanced analytics solutions, have taken to communicating the environmental benefits of direct mail waste reductions as part of their go-to-market messages. So, too, has the Direct Marketing Association.

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Aberdeen Group

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