With the advent of online marketing, the world of direct mail marketing has taken quite a hit. Also, most people think that direct mail marketing is very harmful to the environment, and switch to paperless forms of communication. However, direct mail marketing is on the comeback as marketers can send more personal and creative messages via direct mail marketing. So can a marketer continue sending bulk direct mails and be eco-friendly at the same time? Here are a few ideas that will help any direct mail marketer go green!
Use reusable envelopes
One type of eco-friendly envelope is the reusable envelope. This envelope is approved by the United States Postal Service. First and foremost, these reusable envelopes are made from recycled paper. These envelopes can be used to send and return documents, thereby making them useful for both shipments. The receiver removes the old label, attaches the new label, places the documents to be returned, uses an adhesive strip to seal the package, and sends back documents in the same envelope.
Eliminate plastic windows on envelopes
Apart from reusable envelopes, marketers can use window-less envelopes for their eco-friendly direct mail marketing campaigns. The elimination of those small clear plastic windows on envelopes means that less plastic will be passed into the environment as waste. Some companies are even manufacturing bio-degradable plastic windows for envelopes. The windows on these envelopes are made from non-petroleum, corn-based materials that make them completely bio-degradable. Additionally, direct mail marketers can even use envelopes with film-free windows as they are still within the guidelines of most postal services.
Utilize eco-friendly poly-wrap
Sometimes, direct mail marketers cannot steer away from clear plastic or poly-wraps. Magazines, catalogs, etc. look attractive in poly-wrap envelopes but these are not bio-degradable. However, there are some companies that are manufacturing bio-degradable poly-wrap covers made of polypropylene and direct mail marketers are advised to use these.
Encourage recipients to recycle
Firstly, direct mail marketers must make sure that the envelopes they are using are sturdy enough to be reused by the recipients. Placing a “please recycle” message or symbol will encourage recipients to use the same envelopes when they are sending mails later on. It is recommended that marketers place clear directions for recycling on the envelopes so as to remind the recipients about the recycling process.
Make the design greener
This is perhaps the most easily implemented eco-friendly idea. Printing on both sides of the paper, using lightweight paper, choosing designs that require less paper, eliminating plastic envelopes as much as possible, using recycled paper, etc. are some basic processes that every direct mail marketer can follow to make his direct mail marketing campaign more eco-friendly