New Catalog Opt-Out Service — Now What?

There’s a new service created by the National Resources Defense Council, the National Wildlife Federation and the Ecology Center that lets consumers specify which catalogs they wish NOT to receive.  Over 20,000 people have already signed up.

Clearly the reasoning behind this new service is purely environmental.

We see 3 things happening as a result of this…especially with the recent postage increase:

1. Variable data printed catalogs will grow in popularity.  A lower volume of catalogs will be sent out with less pages, but extremely targeted based on the individual’s purchase history or demographics.
2. Maybe #1 seems like a stretch, but what will definitely happen is catalogers will get smarter about how they market and who they market to. 
3. More focus will be put on driving traffic to the cataloger’s website including search engine optimization and paid search.

And we also think more and more catalogers will start using recycled and certified virgin paper, and become more environment-conscious. This will likely happen within the industry as a whole because it’s becoming more and more important to consumers.

When it comes down to it, all of this is positive for the industry. Less paper wasted, more targeted offers and smarter marketing.

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