Don’t Get Trashed – Is Recycling Discarded Mail Profitable? – Part I
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Anyone who reads “Marketing Sustainably” knows I’m a huge proponent of recycling options for the mail that consumers choose to discard once they are through with it. Earlier this year, I reported on the U.S. Postal Service’s efforts to recycle mail that is discarded in Postal Service lobbies (under the mantra, “Read, Respond, Recycle”) and mail that is undeliverable as addressed—all of which generated millions in revenue for the USPS from what might otherwise be a pure cost center.
A “town square” held during the DMA’s DMA2012 conference in Las Vegas looked at the profitability of direct mail recycling overall—from a brand’s and direct mailer’s perspective.
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