Issue Summary
March (Vol. 66, Issue 1)

Does Direct Mail Still Work in a Sustainability-Conscious World?

Despite the dominance of digital marketing, direct mail remains widely used—but its environmental footprint raises new questions about when it is truly effective. This research examines how marketing channel (direct mail vs. email) and organization type (nonprofit vs. for-profit) interact to shape consumer response. Across four studies, the authors find that direct mail is more effective than email for nonprofits, particularly in generating donations, because consumers view physical mail as a justified fundraising expense. For for-profit companies, however, direct mail offers no advantage and may even raise concerns about wasteful resource use. The research also finds that nonprofits focused on environmental or sustainability causes lose the benefit of direct mail because consumers hold them to stricter ecological standards. The findings highlight how consumer perceptions of resource responsibility and sustainability increasingly shape the effectiveness of traditional marketing channels.