Many corporate marketers have become more environmentally conscious. They rely on commercial printing to promote their products and services directly to customers. At the same time, they want to minimize the environmental impact of this practice. There is a way to get the best of both worlds. By learning how to reduce waste in their direct mail campaigns, these professionals can become more eco-friendly.
Using a commercial printing vendor that engages in green practices makes a big difference. Environmentally friendly print practices include using soy-based ink, coatings and washing systems with low volatile organic compounds, and paper from trees designed for paper-making. Printing flyers, standard and oversized brochures, and postcards on demand reduces waste and lowers storage costs.
Taking a more targeted marketing approach before beginning a direct mail campaign also helps. Define the campaign goal, duration, target audience, and metrics for response. If the target audience can be further segmented, do this. Select certain demographic characteristics and use these to divide the mailing list and target desired recipients. Update the list throughout the campaign to avoid mailing to incorrect addresses in the future.
Combining direct mail and other print marketing with online promotion minimizes environmental impact. Capture the attention of the target audience with standard and oversized brochures, flyers, and postcards, and direct these individuals online to learn more. Use the company website, social media, and email marketing to provide additional information to prospects and customers. Redesign printed collateral to keep it fresh and increase the response rate.
Practices like this fall under the category of green marketing. This approach is respectful of environmental resources but it is also smarter from a business perspective. Better business results should be realized, making this a winning situation for the business, consumers, and our planet. Always take a green approach to direct mail marketing!