list management

Green Printing Practices: Direct Mailing List Management

Green Printing Practices: Direct Mailing List Management

Be green! Scrub that list! For a long time, list management has been an important part of the direct mailing process. List management means to carefully oversee and thoughtfully edit the list of recipients for a piece of direct mail. The process was created to make sure that mailings were targeted, relevant, and easy for USPS to deliver. Now list management has a new responsibility: environmental stewardship. For too long, direct mail has been listed as 'junk' because poor list management leads to the wrong people receiving mailers, mailers being delivered to out-of-date addresses, and too many mailers being thrown out, unread. And that's a recipe for waste paper disaster. According to the Direct Marketing Association, these practices are no longer acceptable, particularly from an environmental perspective. However, the alternative is not necessarily to stop printing direct mail, but to maintain rigorous list management practices. Keeping clean mailing lists is an eco-must, because it ensures that campaigns do not get […]

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