Easy ways to make direct mail green
Marketers use mailers, mailers are made of paper, paper is made from trees, trees are cut down to make the paper. It’s a seemingly logical progression to believe direct mail isn’t very eco-friendly, but in actuality the practice is becoming more and more green.
According to the American Forest and Paper Association, 64 percent of paper used in 2010 was recycled and paper recovery has grown by 77 percent since initiatives to increase sustainability were introduced in 1990.
However, using green direct mail tips to help save the environment may succeed in grabbing the attention of green recipients and decrease a business' carbon footprint.
Don’t waste paper. It’s quite common sense, but every year billions of pieces of mail are rendered unsendable to unknown addresses. Address validation software would certainly aid in cutting down the number of wasted mailers and save money at the same time.
Paper and ink choices matter. Consider using different classes of recycled paper and the most agro-friendly inks to help boost sustainability.
Partners in green. Several vendors and paper mills are also invested in green initiatives and can be a resource to businesses looking to create environmentally conscious practices.
Direct mail has made strides in becoming a more eco-friendly marketing strategy, and doing sufficient material research and investing in address verification can go a long way in continuing the trend.