Responsible Direct Mail Initiative Announced
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.”