Royal Mail is on the cusp of launching a new direct advertising package, aimed at helping marketers become more environmentally-friendly.

The Sustainable Mail product cuts down inaccurate information on data lists, meaning less items sent out by direct mailing services go to waste.

Before being launched, the product will be analysed by Postal Services Commission, Postcomm, which will look at the effect it would have on the market.

Postcomm said in a statement: “We welcome Royal Mail’s proposal because it appears to be an environmentally-friendly product which can help to maintain the financeability and sustainability of the universal service.

“However, we will need to examine the impact of Sustainable Mail on customers and competition, and whether the new product should be subject to price control.”

Hellmail reports that a recent survey involving business customers found over half gave direct mail a negative environmental performance rating.

Related Topics: Direct Marketing