Green Direct Mail Is No Longer an Oxymoron
More rigorous list scrubbing also can contribute by reducing duplicate and erroneous addresses, cutting the size and number of wasteful returns.
Communications services provider Digital Color International (DCI) of Akron, Ohio has applied approaches such as these to become an environmental advocate to its customers. By creating personalized, multichannel communications spanning Web, email and print—and by offering paper that is recycled or certified by the FSC (Forest Stewardship Council) for a sustainable chain of custody—DCI benefits both Mother Nature's and its clients' bottom lines.
"We have started to see the cross-media light bulb go off with many of our clients," said Dave Welner, senior vice president of Corporate Development, DCI. "They are thrilled with the idea that we can help them take a greener approach to business, while increasing their campaign response rates and profit margins."
Green Ordering and Fulfillment
The marketing team's interactions with print providers can also be shaped for enhanced sustainability—and productivity. Electronic job ordering and submission and soft proofing reduce energy and paper usage and associated costs, while boosting efficiency.
Fulfillment systems offer additional opportunities to go green with personalized, just-in-time catalogs and fulfillment pieces that include only the information the target needs. The result can be smaller, more relevant pieces that use less paper to reduce both environmental impact and postage fees. Because these pieces are produced on a just-in-time basis as orders are received, they reduce inventory management and warehousing and its associated costs, obsolescence waste and energy expenditures.
The same basic technology enables development of self-service direct marketing Web portals for organizations with networks of retailers, agents or dealers. These portals provide direct marketing materials that enable local personalization while retaining organizational branding, offering the promise of better response rates, along with better control of corporate branding, print volume and waste.