“Green” DM opt out service sign ups top 40k

The Green Preference Service (GPS), the DMA supported initiative that aims to cut the amount of unwanted mail by handing consumers a choice of receiving DM by post or email, has signed up more than 40,000 people since launching in June.

/g/i/m/GreenPreferenceService.jpg

The firm behind the service, led by former Emailvision executive Paul Anderson, says that it is “on track” to reach its sign up targets.

It is currently seeking additional funds to bolster take up with the aim of reaching 500,000 sign ups by the middle of 2012. It claims to be on target to reach two million subscribers by late 2013.

GPS allows people to opt-out of receiving physical mail, instead setting up a “web box” to receive DM electronically.

Direct marketers pay to use the service to check the channel customers prefer to receive information. If email, brands can send a message to their web box.

It is hoped the service will help reduce the amount of CO2 produced from unsolicited physical direct mail by getting consumers to choose to switch 1.5 billion pieces of mail through the service each year.

Its launch met criticism from some in the industry that accused the service of being anti-physical mail.

engageawardsweb

Did your direct marketing campaign deliver outstanding results? Enter the Marketing Week Engage Awards 2012 DM category by clicking here.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here