Going Green with Your Direct Mail Marketing

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Vincent Van Gough once said, "Great things are done by a series of small things brought together."  'Green' marketing can be thought of in this same way.   In order to be more earth conscious, you do not have to completely alter your direct marketing.  However, there are small things that can be done that will not only make you feel better about what you are doing, but can often also save you money. 

From the very beginning of the process, all the way to the final decision, direct mail marketers can incorporate green ideas.  One of the most important and effective methods of greening your mail is maintaining a clean mailing list.   By avoiding unnecessary printing, processing, and delivery of duplicate or bad addresses, you can save money and reduce associated wastes. 

Another much talked about idea in the direct marketing field is using environmentally conscious paper and inks.   Due to the increase in awareness of global resources, there are now many earth-friendly options when choosing your paper type and printer inks.  Using paper and inks that are made of alternative materials helps reduce the amount of dangerous and wasteful substances.  For example, many printers offer soy based inks as an option.  One way to reduce the use of plastics in your mail is to decrease the amount of window envelopes you use or not using a covered window.  Envelopes can now also be printed with a "Please Recycle" logo for no extra charge.    

"Reduce, Reuse and Recycle"- We have all heard it, but may never have really thought about what it means or how to incorporate it into our direct mail campaigns.    Now, more than ever, it is important to find ways to integrate recycling in not only our personal lives, but also in our marketing efforts.  Catalogs, direct mail, and magazines are often forgotten in the recycling containers; however, as prime candidates, they can and should be recycled.  Being conscious of what it truly means to 'reduce, reuse, and recycle,' can have a big impact on the earth's most vital resources.

What better way to reduce paper waste than to turn to email marketing as a supplement to your direct mail campaign.  By more carefully targeting your audience, you can send a smaller number of mail pieces out, and follow up with email communications.  By avoiding repeated mailings of people you are not sure are interested, you can not only reduce waste, but improve the likelihood of response. 

These simple strategies along with many others can be slowly incorporated into your direct marketing campaign and your life.