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5 Ways to Sustainability in Direct Marketing

Mike Ertel

At IWCO Direct, we see the continued success of paper-based direct marketing campaigns. But there is strong resolve and often mandates among marketers to be better stewards of the environment. Reducing paper waste is one of the best ways to achieve this goal. While it’s important to understand trees are a renewable resource, there are many ways to make the best use of paper supplies. Here are five easy tips to follow:

  1. Coordinate and communicate. Ensure your design and production staffs are working closely with your printer to make optimal use of the press sheet or roll. Ask your printer for recommendations on small changes that may produce big reductions in paper waste.
  2. Get creative. Consider all components of your direct mail package and look for ways to incorporate multiple components on one sheet.
  3. Keep an eye on production timelines. If art files arrive late, printers are often forced to use less efficient equipment or sheet sizes in order to meet deadlines.
  4. Carefully manage your inventory. It’s often possible to use aging inventory for make-readies. And look to a total package supplier that will recycle make-ready rolls between press, personalization, and bindery to reduce paper waste.
  5. Scrub your mailing lists. Data cleansing and address hygiene processes decrease the amount of undeliverable-as-addressed mail, reduces paper waste and saves postage costs.

Small changes can go a long way in ensuring your campaigns are sustainable. Addressing environmental concerns throughout the design and production process will optimize the environmental impact of your direct marketing operations. Your customers will thank you for it.

-Mike Ertel

link https://www.iwco.com/blog/2010/02/17/5-ways-to-sustainability-in-direct-marketing/
Mike Ertel

Author

Mike Ertel

Executive Vice President of Sales and Marketing. Graduate of the University of Wisconsin – Stout. Bringing the “it’s the people that make us great” philosophy to IWCO Direct since 2002. Loves Father’s Day, spending time with family and cheering for the Green Bay Packers.

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