Direct marketing has been proven time and time again to still be one of the most effective ways of both reaching and engaging potential customers.
However, if environmental issues are important to you, the impact on resources may be something that is a concern. The good news is that there are steps you can take to make sure your direct marketing print run is environmentally friendly; here’s a look at just a few.
Manage your mailing list
The single most significant factor you can address is the accuracy of your mailing list. Around 3.2 million people move every year so if your database is not up to date, you could be potentially wasting a lot of paper and ink.
Carrying out regular data cleansing exercises are important to make sure that when you have a print run, you are only sending information to addresses where there is a real possibility of a return. This not only saves the environment but also ensures that the statistics on the successful response rate of your campaign are accurate too.
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Vegetable-based inks
Using vegetable inks won’t compromise the appearance of your print but is a much greener solution that can help to protect the planet. Using vegetable ink instead of more traditional liquids means that the amount of Volatile Organic Compounds (VOC’s) released into the atmosphere drops to practically zero. That’s important because VOC’s are not only a potential health risk to staff that have to handle the inks, but also extremely damaging to the ozone layer.
If you opt for full colour printing, you could actually end up saving more too as there are fewer solvents and they require less press cleaning than just one or two colours.
Environmentally friendly materials
The ink isn’t the only factor which can be altered. The paper, envelopes and wrapping can all be switched to a more eco-friendly option. Recycled paper is widely available now, as is paper and other materials from renewable sources. This means that your print run won’t be responsible for contributing to the loss of forestry and you can organise your direct marketing with a clear conscience.
Biodegradable envelopes are also available, along with poly-wrapping which is environmentally friendly, both great options for businesses who want to stay green as much as possible without compromising their campaign. With so many alternatives for your direct marketing print run, there’s no reason to contribute to environmental damage. Stay true to your principles and be green.
Here at Baker Goodchild we take the environment seriously. We can help you achieve the maximum green credentials possible for your direct mail and print projects. Give us a call today to discuss how we can make your next direct mail campaign greener.
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