DMA ECHO Green Marketing Award Entry Form: Consumers Union
c) Measurable Environmental Impact of Your Campaign.
In the area of List Hygiene & Data Management, in addition to following the tenets of the Green 15 we integrated a Data Quality Enhancer (DQE) program into the merge/purge for the Consumer Reports (CR) "Lessons" package, a program that looks at more complex information to determine the value of a mailing piece. Using DQE we impacted 900,000 records with the following results:
- removed 400,000 records otherwise undeliverable, saving $105,000 by not mailing
- corrected 480,000 records to enhance deliverability, adding $35,000 in revenue
- gained $1,400 in additional postal savings by applying apartment numbers to addresses and achieving better postal qualification
In the area of Paper Procurement & Use we used the Environmental Paper Assessment Tool (EPAT), company sustainability reports, market information, and shipping distances to inform our decision making. The text paper purchased for CR "Do's and Don'ts" contains a minimum of 90% recovered fiber including 30% post-consumer recycled content. The text is labeled accordingly. Because we split our campaigns geographically for more efficient distribution, half of this paper order shipped to a printer a mere 35 miles from the paper mill-by rail (which has a lower carbon footprint than trucking). The text paper used for ShopSmart "Shopping Secrets Galore!" contains minimum 10% post-consumer recycled fiber (and is labeled). Other virgin stocks purchased for self-mailer covers and inserts and the CR "Lessons" brochure were produced at North American paper mills that have implemented third-party certification to accredited forestry certification programs SFI, FSC, and PEFC. Using multiple print locations and multiple paper suppliers to minimize transport distances cut carbon emissions. Paper used in the production of the other package components was printer supplied and adhered to our requirements for legal, responsible, sustainable sourcing.
In the area of Mail Design & Production, the three formats we used as our control packages demonstrated an evolution of testing downsized pieces. "Do's and Don'ts" has succeeded with a 12-page text and is printed on lighter weight paper than earlier formats. "Shopping Secrets Galore!" was developed with an 8-page text. "Lessons" evolved into an envelope package from a larger format proving in this case that if you have a great product, compelling offer, and incredible copy platform you can get a more cost-effective format to pull better once you test into it. We use multivariate testing, which helps to compress the number of test panels and therefore reduce associated waste.