Direct mail is starting to go green both by choice and by necessity. It is the industry leaders who are going to come out on top and be victorious in this race.  The ability for a company to convert mail to web will be the clear winner and unfortunatly will result in a marketing environment with very few direct mail marketing industry titans.

How is direct mail going green?

PURL Marketing, This is a new technology that has burst onto the marketing scene in the last few years.  This is transforming a URL into a personal message and converting that prospect to a customer when the message is received.  A PURL looks like: JohnDoe.MyDomain.com.  When the user clicks they will be redirected to their personal website to fill in information.

Well you might say why?

Two Reasons:

1.) The environment. As the polar ice caps are melting away at a record pace. The effect on how business need to adapt are greater than ever. Some say we need a major change in the way we do business in order to stop the effects of global warming. However, any change is good change.

2.) Consumers want web 2.0. Consumers want a new version of interaction with the businesses and brands they know and trust. They want to be able to quickly research and find a solution to their problem or pick up a phone and call or log onto the Internet to find out what they are interested in. Consumers are more and more becoming computer Savy techies and businesses need to adapt to that change in culture.

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