New Research Shows Consumers Value Direct Mail, But Overestimate Environmental Impact
A new survey reveals that consumers value much of the direct mail they
receive, but they also dramatically overestimate its true environmental
impact.
The findings suggest that industry efforts to educate the public will yield an improved perception of mail’s environmental footprint. The survey of 1,000 adults in the US was commissioned by Pitney Bowes and DMNews, and is available online at the DM News website.
Consistent with other industry studies, consumers in this survey place a high value on the coupons (56 percent of consumers value them) and catalogs (44 percent) they receive in the mail. Mail also helps consumers start and maintain relationships with businesses and nonprofits, with 44 percent of respondents making their first purchase from a business and 33 percent making their first donation to a nonprofit because of a mail piece.
However, the survey also found that negative perceptions of mail’s environmental impact are based on widespread public misunderstandings. For example, only 2 percent of Americans correctly guessed that mail makes up just 2 percent of the nation’s municipal waste, while an astonishing 48 percent believe that mail is half of the content in the nation’s landfills.
Americans also believe, incorrectly, that mail delivery is a major contributor to carbon dioxide emissions. The truth is that mail delivery falls well below many other daily activities in its carbon footprint, such as taking a shower or using household appliances.
“The research clearly shows that mail is an appealing and effective communications channel, but there are some serious misperceptions about its environmental impact,” said Michael Critelli, Executive Chairman, Pitney Bowes. “The mailing industry must enhance efforts to inform consumers of the true environmental impact of mail, and the sustainable practices many responsible mailers already have in place to make mail even more environmentally friendly.”
The survey suggests that public education will enhance consumer perception of direct mail. Solid majorities said it would improve their views of mail if mailers used correct addressing software to minimize undeliverable mail, used recycled paper and cardboard products, and purchased paper created from sustainable forestry practices. In fact, many responsible mailers already do these things, but have not communicated this to the public.
“The door is open for Pitney Bowes and others in the industry to take that crucial next step and engage with the public on our environmental practices,” Critelli said. “Consumers value the opportunities that direct mail makes available to them, and now we need to reassure them that we are as concerned about the planet as they are, and are acting accordingly.”
Survey details available at the DM News website.
The findings suggest that industry efforts to educate the public will yield an improved perception of mail’s environmental footprint. The survey of 1,000 adults in the US was commissioned by Pitney Bowes and DMNews, and is available online at the DM News website.
Consistent with other industry studies, consumers in this survey place a high value on the coupons (56 percent of consumers value them) and catalogs (44 percent) they receive in the mail. Mail also helps consumers start and maintain relationships with businesses and nonprofits, with 44 percent of respondents making their first purchase from a business and 33 percent making their first donation to a nonprofit because of a mail piece.
However, the survey also found that negative perceptions of mail’s environmental impact are based on widespread public misunderstandings. For example, only 2 percent of Americans correctly guessed that mail makes up just 2 percent of the nation’s municipal waste, while an astonishing 48 percent believe that mail is half of the content in the nation’s landfills.
Americans also believe, incorrectly, that mail delivery is a major contributor to carbon dioxide emissions. The truth is that mail delivery falls well below many other daily activities in its carbon footprint, such as taking a shower or using household appliances.
“The research clearly shows that mail is an appealing and effective communications channel, but there are some serious misperceptions about its environmental impact,” said Michael Critelli, Executive Chairman, Pitney Bowes. “The mailing industry must enhance efforts to inform consumers of the true environmental impact of mail, and the sustainable practices many responsible mailers already have in place to make mail even more environmentally friendly.”
The survey suggests that public education will enhance consumer perception of direct mail. Solid majorities said it would improve their views of mail if mailers used correct addressing software to minimize undeliverable mail, used recycled paper and cardboard products, and purchased paper created from sustainable forestry practices. In fact, many responsible mailers already do these things, but have not communicated this to the public.
“The door is open for Pitney Bowes and others in the industry to take that crucial next step and engage with the public on our environmental practices,” Critelli said. “Consumers value the opportunities that direct mail makes available to them, and now we need to reassure them that we are as concerned about the planet as they are, and are acting accordingly.”
Survey details available at the DM News website.