To be honest, I don't think paper is our biggest problem, because it's renewable, it's sustainable, it's a natural fiber. For example, I can take envelopes in my office and put them into my organic garden and they will decompose. I can't do that with my cell phone. You start to analyze: Where are the real impacts to our environment? I don't think paper will be on top of that list.
Boldt: How quickly are new clients coming through the door?
DeLaVergne: All of our big clients are still working through their process. With direct mail, it's, "How will this affect my response? Is the timing right? What's the cost to us? Should we put something new out there? What's our cost savings?" A lot of heads have to nod before it's given the full green light.
The mission-driven companies are very keen on delivering the message, but they're also very keen on response rates. So the modus operandi is to always test against the package, so incremental changes are a very big deal.
It's always an interesting process to bring something new into the direct mail arena. There are very custom methods to receive direct mail and to respond to direct mail. So one of the things about the two-way postage is that it's something different, and that can work in our favor or distract the customer from responding. If it gets identified as friendly mail, more and more, then it will become a more popular option.