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Chet Dalzell

Marketing Sustainably

By Chet Dalzell

About Chet

Marketing Sustainably: What's Going on Beyond and Beneath the Green? A blog posting questions, opportunities, concerns and observations on sustainability in marketing.

Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated direct marketing. He serves on the Direct Marketing Association International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York and Direct Marketing Idea eXchange, and is a former member of DMA's Committee on the Environment and Social Responsibility, where he led the Marketing & Communications Public Outreach Strategy Working Group (2005-2012).

Chet co-developed the first professional certificate program in environmentally responsible marketing within the United States. He also served on the United States Postal Service Greening the Mail Task Force (2007-2010), and led its Life Cycle of Mail Subcommittee. He loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too!

Email Chet below, or reach him at Twitter or LinkedIn.

 

The Integrated Email

Cyndie Shaffstall
Are We Hypocrites on Privacy?
Sep 22, 2014

I have been carefully reading the terms and conditions and privacy policies of companies to which I subscribe more often,...



Making Social Sell

Jeff Molander
3 Ways to Waste Time on LinkedIn, but Feel Good About It
Sep 19, 2014

Ever feel like beating down all those bad tips for LinkedIn that we've all had enough of? You know, the...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Design: Color
Sep 18, 2014

Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since these can all be...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketers Still Struggle With Lead Nurturing
Sep 18, 2014

I thought it was widely understood by now that staying in touch with a prospect who has shown some interest...



Reinventing Direct

Gary Hennerberg
Copywriting for the Left Brain/Right Brain
Sep 17, 2014

Writing copy for how the left brain and right brain processes information can make all the difference in your sales...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



The Power Punch

Carolyn Goodman
Blogs: The Long and Short of It
Sep 12, 2014

Many marketers struggle over blog content—and that's never more apparent than when you stare blankly at your screen, hoping for...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Freeform Data Are Not Exactly Free
Sep 11, 2014

Whenever "Big Data" is mentioned, there follows this sick stat that 2.5 quintillion bytes of data are being collected every...



Mobile-First Marketing

Greg Hoy
Zeroing in on Your Consumers With Geo-Marketing
Sep 10, 2014

Mobile geo-marketing is growing at a rapid rate. This growth is driven by applications such as navigation, local search and...



Marketing Nuggets

Michael Lowenstein
1-Trick Ponies and Customer Loyalty Behavior
Sep 9, 2014

About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
Sep 2, 2014

Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Assessing the USPS January Rate Hike - Start the Clock

While we still wait for the Senate Homeland and Governmental Affairs Committee to move forward with a meaningful postal reform bill (the vote to mark it up has been postponed), the Postal Regulatory Commission provided some very tough news for mailers to swallow just ahead of Christmas Day  Read More >>

Keep the CPI Postal Rate Cap Alive!

There are no guarantees when "grand" budget and funding bills make their way through Congress ... there's always a chance some horse-trading will be tacked on that undermines the interests of and harms the direct marketing community. That's why I was more than an interested bystander when a federal budget deal was announced last week that seeks to keep the government funded without another costly shutdown  Read More >>

Companies Mentioned:

To Honor Jerry Cerasale and the Contributions He Has Made for Us

Next month will mark a new beginning for Jerry Cerasale, a man whose countless contributions to marketers over the past four decades have served us immensely. After a career of public service and advocacy on behalf of direct marketing, Jerry is about to start a next chapter—more time with his family endeavors on his schedule, not those of Congress, the U.S. Postal Service or the Direct Marketing Association and coalitions in which he has represented us so brilliantly  Read More >>

5 Hopes for the USPS New Year

October 1 marked the New Year—that is, the 2014 fiscal year of the U.S. Postal Service. But it's the same old (sad) song, delivered by a dysfunctional Congress. Thanks to our elected Senators and Representatives, we not only have to endure not just another year of postponed reforms, but also an exigent rate case on top of a regular Consumer Price Index-capped rate hike slated for January.  Read More >>

Companies Mentioned:

Marketing Data: Do I Own My Own Name?

I've always been uncomfortable with the position taken by some privacy advocates that each of us owns our own information—and thus has some form of property rights derived from this information—and that marketers shouldn't have use of that information without first having permission and providing compensation  Read More >>

Companies Mentioned:

Irrational Customers and 2013's Tip Top Marketing Campaign

Exhale, just landed from a jam-packed Direct Marketing Association DMA13 conference ... You have to hand it to New Zealanders. For two years' running, that nation's marketing practitioners have nailed a Diamond ECHO from the Direct Marketing Association's International ECHO Awards, which were presented last week during DMA13, the association's annual conference in Chicago.  Read More >>

Chicago With a Purpose: Wrapping up the DMA2013 Session Picks

With apology, I want to say that this blog is a little about me—what topics I'm interested in, and sharing a little bit of this knowledge (or lack of knowledge) with blog readers. In the process, I'm hopeful you're doing the same bit of pre-conference research—because it is this forethought and planning, beyond the engagements and booth visits on the Exhibit Hall floor, which make for a truly informative DMA13 conference  Read More >>

Look Who's Arguing for Higher Postage

It was a busy past week for postal reform followers, as the Senate Homeland Security and Governmental Oversight Committee convened a hearing on a bipartisan measure to implement various Postal reforms. Perhaps the most contentious part of the Senate's current bipartisan proposal was the centerpiece of the 2006 Postal Accountability and Enhancement Act: The annual rate cap on postage increases tied to the Consumer Price Index.  Read More >>

Companies Mentioned:

Will There Be a 'Snowden Effect' on Marketing Data?

I didn't even want to write this headline or blog post, given the fault-filled linkages some people make between marketing and something completely different from marketing. But it never seems to fail: Whenever some big news event captures the media's attention, politicians' attention surely follows. And when it has to do with consumer privacy, the results for the private sector—and use of marketing information in particular—are rarely favorable  Read More >>

A Possible USPS 'Exigent' Rate Increase - Playing Politics on the Backs of Ratepayers?

There are rumors that the USPS may request another exigent rate increase. Why are we going through this again? Advertisers, marketers and the business community love certainty—and have a strong distaste for uncertainty. When one considers the financial situation of the U.S. Postal Service during the past couple of years, it's enough to keep mailers at bay in planning their ad budgets, and keep them from devoting much to direct mail in the overall media mix.  Read More >>

Creeping Up Fast: DMA13 and Making Plans for Chicago

August 6 marked the mid-point of summer—so now we're closer to summer's end than summer's beginning. It's as if all the back-to-school advertising wasn't enough to have us looking forward (except perhaps for schoolchildren). In the world of data-driven marketing, my mailbox reminded me this past week, too, that fall is just around the corner: I received a DMA2013 conference brochure mailer
 Read More >>

Companies Mentioned:

PMG Fights Congress on Postal Reform

The U.S. Postal Service reiterated this past week—in hearings before the House Oversight and Government Reform Committee—just how crucial it is that Congress undertake reforms that are necessary for the USPS to accrue the savings to restore its fiscal state. There should be no "half measures," Postmaster General (PMG) Pat Donahoe stated  Read More >>

Companies Mentioned:

Judging the 2013 ECHOs: A View of Data-Driven Marketing's Best

Two weeks back, I had the opportunity to judge Rounds 1 and 2 of the ECHOs this year—and while sworn confidentiality requires me to remain mum on actual campaigns I encountered there, I want to comment on the value of judging itself, from my perspective as a public relations practitioner in our field. The ECHOs have been around a long time—since 1929 to be exact. But what really makes me excited to see the campaigns as a judge each year, is that they represent agencies' and brands'...  Read More >>

Companies Mentioned:

Calling Any Ideas for a Postal Service Future!

I read a review of a recently published biography of President Calvin Coolidge by Amity Schlaes, and it was the first reference I have found to a President who objected to public ownership of the Postal Service. That was nine decades ago! Nothing so earth-shattering is in the works these days, but the Postal Service itself is very much trying to tune up for a future look  Read More >>

Companies Mentioned:

Direct Mail Benchmarks From DMA

In my years following the direct marketing field, one of the resources I've most appreciated is the Direct Marketing Association's annual roundup of direct and interactive marketing statistics, the DMA Statistical Fact Book. Each year, this compilation of research studies—this year, 40 prominent sources—offers benchmarks and other metrics related to nearly a dozen categories. Examining direct mail-related data, here are a few stats from this year's edition that jump out at me. Did you...  Read More >>

Is There a Generation Gap Among Direct Mail Responders?

I was listening to a Direct Marketing Club of New York presentation recently by Covenant House, a nonprofit organization dedicated to helping homeless kids in various cities. One of the challenges that the organization is facing is that its donor base is aging. The need to attract a new demographic among donors is apparent. However, its direct mail efforts haven't been performing as well among younger prospects as it continues to do with its best donors—so the organization has turned to...  Read More >>

Companies Mentioned:

What Is 'Omnichannel'? And Is It Different From 'Multichannel'?

This is the year of "omnichannel" based on the amount of occurrences that I've heard this term. I've never been a fan of jargon—but I sure use it enough in some of my clients' communications, often at their request. When I comply, I usually advise that a short explanation may be in order upon first reference to help define whatever the term is and to set a marketplace expectation. So what does "omnichannel" mean to me?  Read More >>

Companies Mentioned:

3 Things You Can Do Now to Make an 'Earthly' Difference

Readers of my blog know my distaste for financial service companies, utilities and other brands that admonish me in my mailbox to switch to digital statements "to help save the environment," "save trees," "pay it green" and other marketing hyperbole with absolutely no scientific backing. I'm waiting for three things
 Read More >>

Companies Mentioned: