It’s no secret that in the United States at least, we’re obsessed with size. Perhaps stemming from our pioneering roots we equate bigger with better, have a preference for more vs. less (even if it’s far more than we need), and value limitless expanse.  Whether it is due to this mentality or other reasons, a similarly pervasive way of thinking has been the mindset in direct marketing for decades. Yet in an age of awareness about how unfettered human expansion has negatively impacted the environment, times are changing.  Sustainability and austerity are in, conspicuous consumption is out.  There’s a clear quality over quantity movement underfoot and already visible in social media.  I for one say it’s high time this shift made its way fully into email marketing.  

See more