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In a marketplace where consumers are increasingly aware of environmental responsibility, mailers fighting the battle of the outer envelope may want to test greening their outer envelopes as a way to boost open rates.
An extra spend on responsible production will standout to the growing number of green prospects who are looking for such changes in marketing communications. The first thing prospects see is the outer, and the environmental tweak is too subtle on its own, try calling it out with a logo or fine print, which the savvy consumers will recognize. Below are three envelopes solutions, which marketers can use to create more responsible mail carriers:
Reusable Envelopes
Cash with order just got greener, as the USPS recently approved the use of reusable envelopes developed by ecoenvelopes (www.ecoenvelopes.com). “Using one envelope is simply more efficient and less wasteful than two, and you send the right message with a reusable envelope,” says Founder and CEO Ann DeLaVergne. On its website, ecoenvelopes advertises that their reusable designs are scoring higher than regular envelopes on client’s A/B tests. Tension Envelopes also makes a USPS compliant “Send-’n-Return” Envelope- which comes standard or custom-sized and similarly converts from a mailing envelope to a return vehicle (www.tension.com).
Clearly Responsible Poly
For catalogs, magalogs, self-mailers and other promotions that look best when encased in a clear poly-wrap, there are environmentally friendly non-petroleum based products available. Univenture Inc. produces its EcoEndure line of products, which are Biodegradable Polypropylene clear envelopes in 9˝ x12˝ and most any customized size, with permanent seal and peel adhesive on either the long or short side of the package (ecoendure.com). When you use these products, you can mention that biodegrable plastics consume less energy in production and are faster and cleaner in decomposing.
Window-less Mail
Have you ever tossed a credit card offer or voucher in the trash and not the recycling bin due to the presence of a tiny plastic window? Traditional direct mail windows are made from glassine and acetate films which are not recyclable. However, more responsible options are available. According to the Envelope Manufacturers Association Foundation, window coverings are available in different thicknesses, and the thinnest gauge for envelope window coverings has decreased, probably due to cost-savings, by 19 percent over the past 15 years. Similar to the poly-bags mentioned above, window coverings can also be produced from non-petroleum, corn-based materials. Another solution, is to design a piece without a window, or if you must have a window save money and resources by leaving the window film-free, which is still within USPS requirements.
An extra spend on responsible production will standout to the growing number of green prospects who are looking for such changes in marketing communications. The first thing prospects see is the outer, and the environmental tweak is too subtle on its own, try calling it out with a logo or fine print, which the savvy consumers will recognize. Below are three envelopes solutions, which marketers can use to create more responsible mail carriers:
Reusable Envelopes
Cash with order just got greener, as the USPS recently approved the use of reusable envelopes developed by ecoenvelopes (www.ecoenvelopes.com). “Using one envelope is simply more efficient and less wasteful than two, and you send the right message with a reusable envelope,” says Founder and CEO Ann DeLaVergne. On its website, ecoenvelopes advertises that their reusable designs are scoring higher than regular envelopes on client’s A/B tests. Tension Envelopes also makes a USPS compliant “Send-’n-Return” Envelope- which comes standard or custom-sized and similarly converts from a mailing envelope to a return vehicle (www.tension.com).
Clearly Responsible Poly
For catalogs, magalogs, self-mailers and other promotions that look best when encased in a clear poly-wrap, there are environmentally friendly non-petroleum based products available. Univenture Inc. produces its EcoEndure line of products, which are Biodegradable Polypropylene clear envelopes in 9˝ x12˝ and most any customized size, with permanent seal and peel adhesive on either the long or short side of the package (ecoendure.com). When you use these products, you can mention that biodegrable plastics consume less energy in production and are faster and cleaner in decomposing.
Window-less Mail
Have you ever tossed a credit card offer or voucher in the trash and not the recycling bin due to the presence of a tiny plastic window? Traditional direct mail windows are made from glassine and acetate films which are not recyclable. However, more responsible options are available. According to the Envelope Manufacturers Association Foundation, window coverings are available in different thicknesses, and the thinnest gauge for envelope window coverings has decreased, probably due to cost-savings, by 19 percent over the past 15 years. Similar to the poly-bags mentioned above, window coverings can also be produced from non-petroleum, corn-based materials. Another solution, is to design a piece without a window, or if you must have a window save money and resources by leaving the window film-free, which is still within USPS requirements.
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