Comments on: Let’s send some marketers to a treeless planet. http://www.ericweaver.com/2007/12/lets-send-some-marketers-to-a-treeless-planet/ a 15-year experiment in storytelling Thu, 29 Apr 2010 18:58:30 -0400 hourly 1 http://wordpress.org/?v=3.0.1 By: Patrick Byers http://www.ericweaver.com/2007/12/lets-send-some-marketers-to-a-treeless-planet/comment-page-1/#comment-72 Patrick Byers Wed, 28 May 2008 08:12:45 +0000 http://www.branddialogue.com/diablogue/?p=116#comment-72 I love this post. Direct mail that wastes time, money and resources is irresponsible. Does it make sense from an ROI standpoint? Sometimes, yes. Has my firm done it? Yes (see above for the reason why) But the bar is being raised. Marketing should absolutely be socially and environmentally responsible. But it also must be responsible from strategy to execution, it must respect its audiences and it must provide some ROI. There are ways to make direct mail more responsible (offer opt-out on every piece; target lists better, etc.), but sometimes the most responsible form of direct marketing is to not do it at all. Keep up the great work. Patrick Byers The Responsible Marketing Blog http://responsiblemarketing.com I love this post.

Direct mail that wastes time, money and resources is irresponsible.

Does it make sense from an ROI standpoint? Sometimes, yes.

Has my firm done it? Yes (see above for the reason why)

But the bar is being raised.

Marketing should absolutely be socially and environmentally responsible. But it also must be responsible from strategy to execution, it must respect its audiences and it must provide some ROI.

There are ways to make direct mail more responsible (offer opt-out on every piece; target lists better, etc.), but sometimes the most responsible form of direct marketing is to not do it at all.

Keep up the great work.

Patrick Byers
The Responsible Marketing Blog
http://responsiblemarketing.com

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