Hall of Shame #14: Dell’s FSC-certified Junk Mail Is Still, um, Junk Mail

Of the seven catalogs dropped on my desk, four were addressed to employees who haven’t worked here for eight years.

I am happy to see that corporate America is hitching a ride on the eco-friendly bandwagon, but if their actions don’t match up to their message, it can spell trouble.

I just received a Dell catalog full of energy-saving claims printed on recycled, FSC-certified stock. Good for Dell, right? Maybe not. I received seven catalogs.

Recycled FSC stocks are great and energy savings is good for all of us, but let’s not overlook the basics of list hygiene. Dell’s mailing list smells worse than a NYC subway during a June heat wave. Of the seven catalogs dropped on my desk, four were addressed to employees who haven’t worked here for eight years.

I know the folks at Dell know a thing or two about good marketing. So how does this happen? What is the frequency with which catalog marketers purge their lists of old contacts?

-Bob Makofsky at bmakofsky@conformer.com

About Bob Makofsky

Bob runs operations and marketing and is Conformer’s resident postal expert. Bob has over a dozen years of entrepreneurial experience in the technology industry, in both marketing and business development roles ranging from negotiating $100 million-plus contracts nationally and abroad to developing marketing campaigns. He is regularly featured in print and packaging trade magazines on innovation. Bob is a competitive cyclist and longtime member of the Century Road Club Association in Central Park, competing in the Empire State Games (2007, 2008). Bob graduated from the University of Denver.
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