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HOW TO: Meet Defra’s new direct mail requirements

In November 2011 The Department for Environment, Food and Rural Affairs (DEFRA) and the Direct Marketing Association (DMA) took steps to address a number of issues in relation to direct mail. Collectively they want to see standards improved, for the benefit of both the direct mail industry and its audience – with environmental issues at the forefront of these changes.

Within this they have set a number of challenges to the marketing sector including:

  • Reducing waste across the entire direct mail marketing process.
  • Improving production and distribution to ensure it is as sustainable as possible. 
  • Using recycled materials for all direct mail and encouraging recipients to recycle the mail shot when they have finished with it. 

So, what should marketers be doing to meet these guidelines?