Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Direct Mail : Send Green, Save Green

10 things direct mailers can do to help the planet and their bottom lines

April 2012 By Debora Haskel
2
Get the Flash Player to see this rotator.
 

Direct marketers have become increasingly savvy about the positive impact environmental policies have on their brands, in addition to the policies' main intent of improving sustainability and lessening environmental impact. But challenging your design, production and printing partners to help meet sustainability goals also can have a positive impact on your bottom line. Here are 10 tips that will make your direct mail efforts more "green," and save money.

1. Keep What Works, Cut What Doesn't
Zero in on what elements of your mailing package really provide value. Remove what isn't necessary and reduce when possible. For example, can your brochure be two pages instead of four?

When was the last time you tested your buckslip to see its impact on response and conversion? A robust testing strategy is the key to understanding the "sacred cows" in your mailing while culling what doesn't result in higher response and more sales.

Slimming your direct mail package usually means lower production costs. You may experience lower postage costs as well, especially if you reduce your package from flat to letter-sized mail.

2. Reconsider Substrates
Including a plastic or paper promotional card in a direct mail package has been shown to increase open and response rates. If you include a credit-card sized magnet, people actually keep and use them, too! The feel of the card in the package is irresistible to most people and the envelope gets opened to see what kind of card is included (Is it a gift card? A loyalty card? A credit card?).

Recyclable and even biodegradable plastic and paper substrates that are more environmentally sound are now available. Be sure you understand how they can be used and how you can promote their use.

3. Reduce, Reuse
Look for ways to reduce basis weight, trim size, number of components and even sample requests. Employ lean manufacturing principles and review your processes to see where you can eliminate waste.

It's easy to keep requesting the same number of samples for every campaign, but if they just get filed (in a "circular file" or file cabinet), can you eliminate or dramatically reduce the number of physical samples you receive?

Keep a close eye on inventory, such as envelopes, and use existing inventory whenever possible. Design these components so they don't expire. For example, make offer expiration dates part of your variable data, not pre-printed, on forms or envelopes so they can be reused with different variable data at a later date. Reuse packing materials until they no longer serve their purpose.

 

Companies Mentioned:

2

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: