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Yes, the direct mail industry uses a lot of paper. And yes, it’s come under attack because of it. But it offers marketers some of the highest return on investment available.
And that’s not the only good news.
The Direct Marketing Association reports that as targeting methods have improved and become more widely used, direct mail volume is 88% of what it was three years ago. Better targeting includes not only finding the best targets in the first place, but also running your lists through various hygiene processes and enabling people to easily opt out of your mailings.
But improving your targeting is just one way you can decrease your company’s carbon footprint. How else?
Do your proofreading through Adobe PDF files on-screen instead of hard copies.
Encourage your customers, the recipients of that direct mail, to recycle the piece when they’re done with it. It’s a well-known fact that many people open their mail over the trashcan. Encourage them to open it over their recycle bin instead.
And one more – finding and using recycled paper for your direct mail campaigns is easier than ever. Want to start using it yourself? Talk to your vendors about what you’d like to do. You’ll be hard-pressed to find one nowadays who isn’t willing to work with you on this.
So talk to us. Let us help you make our world a little greener – and save some green for yourself while you’re at it.
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