Still recovering from the holiday catalog onslaught? I’m sorry to say it only gets worse. The residual affect of simply buying stuff possibly wins you and your contact information ongoing circulation in the world of direct marketing. This time last year, databases and lists were fueled so that retailers were able to mail 19 billion catalogs in 2006. It takes about 100,000 acres of forest to do that – a sizable chunk typically taken out of Canada’s Boreal Forest (currently being logged at 2 acres per minute). And just think of the resources needed to manufacture and ship 5.6 million tons of paper all over the continent. Did I mention we’re just talking catalogs?
The (un)funny thing is that only 2% of catalogs inspire a sale – a pretty lousy conversion rate. 44% of all junkmail isn’t even opened. So why keep doing it? Because that 2% coversion delivers 55% of sales for retailers. Online marketing efforts, while still young, make up only 28%. Why is this so?
Catalogs are a tool for inspirational shopping, when consumers don’t know what they’re looking for. Only after they figure it out is the internet considered as a tool for targeted shopping. There’s some misperception in the power of the web in there as well as a great design opportunity I hope we can address someday. Until then, there are options to stauch the flow of catalogs and junkmail.
The best I’ve seen so far is GreenDimes.com. For a dime a day ($36/yr), they’ll not only remove your name from the most popular magazine and marketing lists, they’ll plant a tree/month for you, moving this solution from simply being sustainable to restorative.
You can do it yourself with resources found at dmaconsumers.org. I did this last year and it took few months of filling out forms, calling lists, monitoring my mail, calling companies – all of which worked until I slacked off for a few months. Green Dimes promises to take and keep your info out of circulation for a year, so I’m sold.
Still…why should I pay $36 to keep companies from sending me stuff I don’t want!? Only in America. There is legislation in the works to provide people with a “Do Not Call” type registry for junkmailers. So if you’re extra ambitious, here’s how you can help.
Other references:
Junkbusters
Victoria’s Secret ‘greens’ catalog Firm will use more eco-friendly paper
Junk Mail: Unsolicited Advertising that Pollutes Our Planet and Invades Our Privacy
