Debunking the Myth of Trees vs. Direct Mail

Editor's Note: This week's post comes from Evelyn Milardo, a direct marketing consultant, whom Jim has hand-picked to serve as a guest columnist in his place this week. Jim will be back in two weeks with his latest installment of Return on Intelligence.

OK, direct mail has an environmental impact. Almost everyone still receives and sends mail, creating a footprint for sure. But what's myth and what's reality?