I recently had the pleasure of contributing an article titled, “Send Green, Save Green” to the April issue of Target Marketing Magazine. It introduced 10 practical ways to promote sustainability and profitability throughout each stage of a direct mail campaign. There are three primary areas of focus when looking to make direct mail more sustainable – planning, production and policy. I’d like to share one additional insight from each stage of development that I didn’t have space to explore in the article:
Planning: Reduce Basis Weight
Lower-weight paper has significant advantages. The first and most obvious is cost reduction – not only can you save in terms of sheer volume, but postage costs may also see a reduction. Aside from cost considerations, lower basis weight also means less environmental impact. There are deterrents to reducing your basis weight, but the inherent benefits certainly make it an option to consider.
Production: Use Duplex Imaging
Utilizing both sides of the mailpiece can help save paper supplies and reduce costs. It also provides more real estate for variable images, which can improve personalization and relevance. Despite its advantages, it does require longer run times, so be sure to take that into consideration before choosing duplex imaging.
Policy: Create an Environmental Policy Statement
We’ve all heard the adage “failing to plan is planning to fail.” Be sure to demonstrate your commitment by creating an environmental policy statement that outlines how you will achieve your goals. I think you’ll find that having a written policy in place will help you and your production partners achieve your objectives.
Consider these sustainable practices before planning and producing your next direct mail campaign. The positive impact on the environment (and your bottom line) may surprise you.
Subscribe via email to our Stevie® and Feedspot award-winning blog and get a fresh post delivered weekly to your inbox. We promise to keep it interesting, but you can easily unsubscribe if we don’t.