7 Ways to Green Both Mail and Mailer
At the 2008 DM Days New York in June, Debora Haskel, vice president of marketing for IWCO Direct in Chanhassen, Minn., 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 the 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 half of landfill is junk mail! They need to be told the figure is more like 2 percent and 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 to your company to cut down on transportation costs. Also, print closer to where you distribute.
7. Reduce basis weight of paper.
Test lower basis weights, get more yield and move away from coated sheets.