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The Eye/Comm Blog

Direct Mail Marketing Is Green

Posted by Summer Gould on Fri, Dec 28, 2012 @ 12:38 PM

Direct Mail is Green 092412012

In today’s climate conscious consumers mind, direct mail is not green. So to meet your customer’s expectations for more environmentally responsible practices, here are a few ideas.

  • 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.
  • 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.
  • 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.
  • 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.

If you have any questions call us 619-448-6111 or email info@eyecomm.org. We are glad to help!

Please note: this post was originally published on www.sumgould.wordpress.com.

Topics: Direct Mail