Pacific Printing Industries (PPI) has announced plans to launch the Responsible Direct Mail Initiative, a self-certification program for printers, catalog publishers and other direct-mail providers seeking to earn recognition for responsible direct mailing practices. Could this proactive initiative obviate the need for Do Not Mail legislation?
Pacific Printing Industries (
PPI) has announced plans to launch a self-certification program for printers, catalog publishers and other direct-mail providers seeking to earn recognition for responsible direct mailing practices. Dubbed the
Responsible Direct Mail Initiative, the program’s launch date has been set for July 1, 2010.
According to
Jules Van Sant, Executive Director of PPI, the motivation to bring this program forward is to allow corporations, marketing firms, the print and direct mail industries to commit and put into practice procedures which address responsible direct mail management.
“Many of the businesses in this circle already implement responsible practices without any recognition, and feel on the defensive in light of direct mail activism.” says Van Sant. “
DMA Choice has been an effective start to the conversation on responsibility, but it doesn’t address all of the issues raised to date by the
Do Not Mail campaign. The Responsible Direct Mail’s Initiative criteria allows a printer or corporate partner to claim the role of “responsible actor” in the creation, production, and delivery of promotional messages to U.S. households.”
The Responsible Direct Mail Initiative appears to be a strategic move by the Pacific Northwest industry association to obviate the need for Do Not Mail legislation.
“After testifying before two separate city councils in Washington state on pending Do Not Mail resolutions, it became clear to us that the marketing and print industry needs to better relay its existing commitment to the consumer and environment,” Van Sant adds.
The Responsible Direct Mail Initiative (RDMI) requires a written commitment to specific performance criteria addressing sourcing of materials and mailing-list management. Those companies adopting the Responsible Direct Mail pledge will be listed publicly on the Initiative’s website, and will be able to use the Responsible Direct Mail Printer (or Partner) logo on marketing materials.
The RDMI pledge commits marketers and printers to work closely direct mail customers and suppliers to:
- Cull mailing lists to remove opt-outs and duplicates, reducing the number of pieces mailed and eliminating waste
- Provide on every mailed piece an easy, no-cost method for the recipient to opt-out of future mailings
- Avoid the purchase and use of paper from forest areas that are considered endangered, threatened, or where forest practices are controversial
- Use 30% or higher post-consumer-waste-content recycled paper; and
- Use only credibly certified virgin paper, if virgin paper is used.
These RDMI commitments appear to address the bulk of the concerns underlying the Do Not Mail Registry campaign, which has been a thorn in the direct-mail industry's side since 2007.
“The RDMI is open to all firms who want to clearly communicate their positive, proactive message and position of responsibility within their communities,” Van Sant says. “We invite those who wish to be part of the solution to join the RDMI and demonstrate that there is no need for legislated regulation of the direct mail industry.
Charter signatories to the RDMI pledge will be able to use the Initiative’s logo through December 2011, at which time they will be asked to re-commit for an additional 12-month period. Printers will be asked to pay a modest registration fee, with corporate partners paying a proportionately higher fee for their participation in the initiative.
A website containing additional information and application materials is under development, and should be online soon. In the interim, interested parties can
contact Jules via email by following this link.
According to Jules Van Sant, Executive Director of PPI, the motivation to bring this program forward is to allow corporations, marketing firms, the print and direct mail industries to commit and put into practice procedures which address responsible direct mail management.
“Many of the businesses in this circle already implement responsible practices without any recognition, and feel on the defensive in light of direct mail activism.” says Van Sant. “DMA Choice has been an effective start to the conversation on responsibility, but it doesn’t address all of the issues raised to date by the Do Not Mail campaign. The Responsible Direct Mail’s Initiative criteria allows a printer or corporate partner to claim the role of “responsible actor” in the creation, production, and delivery of promotional messages to U.S. households.”
The Responsible Direct Mail Initiative appears to be a strategic move by the Pacific Northwest industry association to obviate the need for Do Not Mail legislation.
“After testifying before two separate city councils in Washington state on pending Do Not Mail resolutions, it became clear to us that the marketing and print industry needs to better relay its existing commitment to the consumer and environment,” Van Sant adds.
The Responsible Direct Mail Initiative (RDMI) requires a written commitment to specific performance criteria addressing sourcing of materials and mailing-list management. Those companies adopting the Responsible Direct Mail pledge will be listed publicly on the Initiative’s website, and will be able to use the Responsible Direct Mail Printer (or Partner) logo on marketing materials.
The RDMI pledge commits marketers and printers to work closely direct mail customers and suppliers to:
