Direct mail getting greener

Green marketing is all the rage. Nowhere is the need for being “eco friendly”
more apparent than in the direct mail industry. Illinois has now joined a
dozen other states in proposing legislation for a Do-Not-Mail list. Mailers need
to start fighting back.

Fortunately the recycled paper industry has caught up to the green demand. The cost of recycled paper has gone down as demand has gone up. The quality of paper made from post consumer waste is better than ever. Your newsletter is now printed on Neenah 70# Classic Crest Text that is recycled from 100% post consumer waste. What do you think?

Direct mail is very visible. It arrives in your mailbox every day. If it was not requested, or has no relevance to the recipient it is seen as more damage to a landfill and the loss of another tree.

In reality direct mail adds little to environmental costs. Paper is made from sustainable forests. There are more trees in the U.S. today than there were 50 years ago. Direct mail makes up just 2 percent of the nation’s waste in landfills. Over 50 percent of advertising mail is now being recycled and that number grows every year.

Direct mail marketers need to be aware of these concerns. Using recycled paper will not only have a positive impact on the environment… but on your response rates too. A consumer who is an environmental advocate will be more receptive to direct mail offering on paper that has been recycled. Your company will be viewed as eco friendly. Here are some tips that will help you start green marketing.

• When you print on recycled stock, tell them about it. Include a line that
  says…“This mailer printed on 100% post consumer paper.”
• Remind recipients to RECYCLE THIS MAILPIECE PLEASE.
• Clean up your database through NCOA so you are mailing to the person
  at that address.
• Use the RETURN SERVICE REQUESTED endorsement on every
  mailing so undeliverable mail is returned to you for database cleanup.
• Provide an opt-out option from future mailings with an e-mail or fax
  back response method.

There are many ways you can conserve the environment while conserving
costs. You should price out some recycled stocks on your next mailing
promotion. You’ll be joining the green marketing bandwagon.

A.M. Mailing Services, LLC offers recycled stocks that meet several green standards. If you’d like pricing or samples of these or other recycled paper, call 608-884-3452 or 800-410-MAIL (6245). Here are some examples that meet these green standards.

• Neenah 70#, 80# and 100# Classic Crest Super Smooth White Text
• Neenah 70#, 80# and 100# Environment Text in white, crème, colors and flecked.
• Neenah 100# Classic Crest Smooth Cover with 99 Brightness
• Envelopes with the “Please Recycle This Envelope” logo preprinted on the back.