“Green” DM service that offers physical mail opt-out launched
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A new service that allows consumers to choose to receive DM by post or email has launched.
People signing up for the Green Preference Service will allow people to opt-out of receiving physical mail, instead setting up a “web box” to receive DM electronically.
Direct marketers pay to use the service to check the channel customers prefer to receive information. If email, brands can send a message to their web box.
The service was setup by a group of DM industry veterans led by former Emailvision executive Paul Anderson. The founders, who expect to signup two million subscribers within two years, claim the service will produce better targeted campaigns and reduce costs for companies currently sending unwanted DM.
It is also hoped the service will help reduce the amount of CO2 produced from unsolicited physical direct mail.
It is hoped that customers will choose to switch 1.5 billion pieces of mail through the service each year.
The DMA has offered its backing. Executive director Chris Combermale says the association supports any initiative that “improves targeting and reduces waste”.
He adds: “This new service is designed to give consumers more choice in how companies communicate to them while at the same it helps companies reduce costs and lower CO2 emissions. This appears to be a win-win scenario for both business and consumers.”
The service is the latest to offer customers the chance to control what and when they receive DM. Former Capital One direct marketer Justin Basini launched Allow, a service that offered consumers a platform to choose which brands got hold of their data, launched last year.
Readers' comments (8)
Anonymous | Fri, 17 Jun 2011 12:35 pm
Nice to see the DMA supporting the UK Printing Industry!
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Eric Austin | Fri, 17 Jun 2011 4:46 pm
I'm all for targeting and consumer choice .... BUT this appears to have an 'anti direct mail' positioning.
Presumably there is a reverse here?
i.e. People who wish to 'opt out' of e-mail and elect for Direct Mail?
All this at a time when the industry has to contend with rising prices.
Surely MPS does it job quite well?
I also welcome new initiatives, but this seems odd and out of synch with DMA support?
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Robert Taylor | Sun, 19 Jun 2011 2:09 pm
Isn't this just a way for marketers to garner new customers?
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Roger Christiansen | Mon, 20 Jun 2011 3:50 pm
What about the Environmental impact of accessing your Web box ?
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Anonymous | Mon, 20 Jun 2011 4:10 pm
is this a way to collect yet more people's data?
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Chris Combemale | Tue, 21 Jun 2011 9:23 am
The DMA is a vocal advocate for all direct marketing channels, and does not endorse one channel at the cost of forsaking another. We are also a keen supporter of innovation, competition and consumer choice, which is what my comment was intended to highlight.
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Brian Cheese | Tue, 21 Jun 2011 1:14 pm
The key phrase here is "DM industry veterans" which is why this is 4 years too late and positioned like a Daily Mail editorial.
Typically old DM in its lack of transparency, blatantly positioning a data gathering wheeze as an environmental initiative.
Also: "Email software salesman tries to encourage use of email" may have been an more appropriate headline.
iAllow is at least positioned honestly, openly and with the consumer at the forefront.
I'm sure they'll collect a list or two to sell, but it's hardly a game changer.
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Emma Etheridge | Thu, 23 Jun 2011 0:27 am
I'm all for saving energy and waste but do we not think that there are times for a personal "saw this and thought of you" style marketing?
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