Let’s talk sustainable direct mail!
In a world where climate change becomes more palpable by the second, sustainability in the direct mail industry is no longer a “plus”—it’s a must.
Industry frontrunners have started using innovative methods to lessen environmental harm without compromising efficiency.
We’ve compiled a list of the major shifts that have made sustainable direct mail possible.
Eco-Friendly Paper Options Galore
At the crossroads of direct mail and the environment? Paper. Let’s put the spotlight on the industry’s top eco-friendly options:
Recycled Paper
This marvel involves reprocessing spent paper materials to create new ones. Recycled paper production helps in waste reduction and saves energy compared to traditional paper production processes.
Today, you’ll find that the quality of recycled paper has improved vastly, providing the same aesthetic appeal and durability as paper made from fresh pulp.
FSC Certified Paper
With over 60% of paper used in direct mail sourced from sustainably managed forests, it’s clear that the industry isn’t taking the paper issue lightly.
The Forest Stewardship Council certifies paper sourced in an environmentally friendly, socially responsible and economically viable manner. Direct mail companies opting for FSC Certified Paper ensure that they contribute to the protection of our world’s forests.
It’s a little step with a big impact!
Alternative Fibre Papers
Alternative fibre papers are made from non-traditional raw materials like hemp, bamboo, and even agricultural waste. This charmingly creative innovation is low-impact, quick-growing, and creates a unique feel for your direct mail pieces.
Inks and Dyes: Choosing Environmentally Friendly Options
You’re probably wondering, “Just how big a deal is it to think about the inks and dyes?”
You’d be surprised. The choice of inks and dyes used in the print production process can significantly influence the overall environmental impact of direct mail campaigns.
Vegetable-based Inks
These inks, usually made from soy or linseed oil, are renewable and break down more easily than petroleum-based inks during the recycling process.
Water-based Dyes
Many direct mail houses are now opting for water-based dyes free from volatile organic compounds (VOCs), which harm the ozone layer and can cause several health problems. Now, by using water-based dyes for your company’s direct mail, you can reduce your business’s environmental impact and potential health risks for your employees and consumers.
Beyond these easy wins, the industry is also researching and investing in new eco-friendly printing technologies and practices, constantly pushing to make direct mail greener.
Sustainable Printing: Digital over Lithography
The direct mail industry is also exploring digital printing as a more sustainable alternative to traditional offset lithography. Digital printing, with its minimal setup and cleanup, produces less waste and consumes less energy, making it a more ‘planet-friendly’ choice.
But Email Still Has A Smaller Carbon Footprint, Right?
Not quite. While the numbers will vary significantly across industries, email marketing is having an environmental impact, with a single email that is solely text based emits 4g of CO2e. And with the heavy attachments and emails sent to spam, direct mail often comes out as the greener option!
Embracing Sustainable Direct Mail for a Greener Future
As conscious business owners and marketers, it’s time we recognise the tremendous strides the direct mail industry has made towards sustainability.
At bakergoodchild, we embrace innovation, actively mitigating the environmental impact of our services to offer you practical and conscientious marketing solutions.
Ready to make a change for the future? Contact us today and explore the benefits of our sustainable direct mail services. Because being environmentally conscious doesn’t mean compromising on growth.
