Start with the data
Optimize your data by removing duplicates, lapsed and deceased records, find movers, and use updated, accurate information. You can easily reduce Direct Mail (DM) greenhouse gas emissions by 5% just with good data hygiene and making your lists more powerful while you do.
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. It has a much higher conversion rate, and lower emission rate, than regular direct mail because it’s personalized.
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.
The circular economy model encourages the recycling and reusing of resources. You can’t recycle an email or SMS message, but you can encourage the recycling of paper. Nearly 70% of paper is recycled in Canada. We can help improve this by adding the “Please Recycle” logo.
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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