At the recent 2008 DM Days in New York, Debora Haskel, vice president of marketing for IWCO Direct in Minneapolis, presented “45 Environmentally Friendly Direct Mail Ideas in 45 Minutes.” In her session, she made it clear that there are many big and small ways to green your direct mail as well as your company itself. Here are seven green initiatives to undertake.
1. Create an environmental policy statement
No matter what your size, it’s important to not only have a green policy, but to publicize that greening.
2. Communicate with your entire supply chain
Not just paper companies, but list companies and mailers for better address hygiene.
3. Know what’s working
Do you really need that buckslip? Or that lift note? Can brochure be two pages rather than four? Look for ways to slim it down.
4. Reconsider substrates
Now there are recyclable and even biodegradable plastic substrates, so consider them for your premiums, window films and even outers.
5. Educate consumers
Consumers think that half of land fill is junk mail! They need to be told that the figure is more like 2 percent and that direct mail is becoming more environmental by the minute.
6. Consider single-source benefits
Cut down on spoilage and waste, and choose a source that’s closer by your company to cut down on transportation costs. Also, print closer to where your distribute.
7. Reduce basis weight of paper
Test lower basis weights, get more yield and move away from coated sheets.