In today’s digital world, you might be surprised to learn that traditional direct mail is still widely used. But sending letters and flyers the old-fashioned way can have a big impact on the environment. Luckily, there are simple steps you can take to make your direct mail campaigns more eco-friendly. Here are the top five, no wait – six – easiest ways to reduce your environmental footprint with direct mail. From using sustainable materials to streamlining your mailing process, these tips will help you make a positive impact without sacrificing effectiveness. Let’s find out how to make your next direct mail campaign a win for your business and the planet.
Start with the data
Optimize your data by removing duplicates, lapsed, and deceased records, finding movers, and using updated, accurate information. Good data hygiene and making your lists more powerful can easily reduce Direct Mail (DM) greenhouse gas emissions by 5%. More info here: Data Management
Triggered Direct Mail
Get better conversion rates by sending triggered direct mail, including one-off personalized cards and letters that capture a moment in the customer journey (abandoned cart, thank you, page visit) and are linked to a website visitor’s intent to act. Because it’s personalized, it has a much higher conversion rate and lower emission rate than regular direct mail.
Measure the Effectiveness of Your Campaign
Use QR codes or personalized URLs to track the effectiveness of a direct mail campaign. Implementing tracking and analytics tools can provide valuable insights into your campaigns’ performance, allowing you to make data-driven decisions about future mailings.
Choose low Greenhouse Gas (GHG) emission paper
Not all paper is created equally. For instance, a paper plant in Quebec that is powered by renewable hydropower often has lower rates of carbon per ton of paper than a plant in a coal-burning jurisdiction. A common misconception is that recycled content of FSC status has some relation to GHG emissions. They are not always linked. Although both are excellent standards to consider, the actual paper production statistics will tell the full story. We can help or call your paper merchant and ask for the GHG emissions for your favourite brands.
Encourage recycling
The circular economy model encourages resource recycling and reuse. You can’t recycle an email or SMS message, but you can encourage paper recycling. Nearly 70% of paper is recycled in Canada. We can help improve this by adding the “Please Recycle” logo.
Recycle symbol
Use AIIM’s Carbon-Neutral Direct mail program
Other companies may offset their internal production practices with carbon credits, but AIIM has the Planet’s First Carbon Neutral Direct Mail – from the tree to the mailbox.
Interested in learning more about Carbon Neutral Direct Mail?
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