The Green Production Process
For example, a total green approach to direct mail can encompass sophisticated modeling and data mining techniques, the efficiencies of co-palletizing and commingling, FSC- and SFI-certified paper, variable data personalization and other sophisticated cross-media marketing techniques, as well as proper disposal and recycling practices. All reduce adverse environmental impacts, and—in the case of direct marketing—fewer but better pieces in the mail will boost ROI by delivering appropriate messaging to those audiences likely to be the most responsive.
The precise benefit of green production may be difficult to measure for such a results-oriented business process, especially in the direct mail channel. But remember: Green direct marketing can make social and economic sense. It’s up to the smart direct marketing manager to explore how and when.
Crystal Uppercue is the marketing manager for EU Services, a 385-person, FSC- and SFI-certified direct marketing production facility based in Rockville, Md. EU Services offers customized solutions through commercial, envelope and digital printing; mail and data processing; integrated direct mail, e-mail and personalized response URL campaign planning and production; fulfillment; and Web-to-print ordering and management programs. She can be reached at (301) 795-6373 or via e-mail at firstname.lastname@example.org.