Greener Direct Mail
Your customers are asking for more environmentally responsible practices. There are many things you can do to make your direct marketing greener. Here are a few to consider.
1. List Hygiene. Keep your in-house mailing lists clean and up-to-date. Eliminate bad addresses, update old addresses and drop uninterested recipients to help reduce your environmental impact by eliminating paper, ink and energy used to produce undeliverable pieces. It saves you money too. Eye/Comm provides numerous resources to refine your lists and reduce waste:
- Address standardization corrects address errors.
- Move update provides correct addresses.
- Deduping eliminates duplicate addresses.
- Predictive list modeling targets your best prospects.
- Personalized messaging increases relevance and can boost response.
Here are some things you can do to keep your lists clean:
- Provide opportunities for recipients to easily opt-in or opt-out.
- Maintain a do-not-mail list of those who choose to opt-out.
- Provide ways for customers to notify you of mailing preferences or incorrect address information.
2. Design with Green in mind. Design your mail piece to minimize the environmental impact.
- Choose recycled paper with high post-consumer content.
- Select papers certified by the Forest Stewardship Council (FSC) or other sustainability organization.
- Use the lightest weight paper possible.
- Choose a format that requires less paper.
- Print on both sides wherever possible.
- Pick a size that fits efficiently on a press sheet.
- Avoid plastic envelopes.
3. Streamline production. Take advantage of available technology to reduce waste.
- Apply predictive list models to target a smaller, more specific audience.
- Utilize production methods that reduce print overruns, waste allowances and in-process waste.
- Take advantage of print-on-demand technology instead of printing large quantities and storing them until needed.
4. Encourage recycling. Although direct mail generates only 2 percent of all U.S. municipal waste, consumers generally view unsolicited mail as wasteful. Those same consumers view recycling of mail more positively.
- Encourage recipients to recycle by including a “please recycle” logo.
- Make it easier for them to recycle. Consider including recycling instructions or directions to the nearest recycling center.
- Let customers know what you are doing to recycle and be more eco-friendly.