Marketers—especially those who rely on direct mail and print marketing to reach audiences—are becoming more conscious of how they affect the environment. What can we do to reduce our ecological footprint? Should we stop sending direct mail postcards and printing marketing collateral all together? No. We just need to learn about ways to reduce waste and make choices that benefit business and make less of a negative impact on the environment.
Here are a few things you can consider:
- Partner with vendors that use ‘green’ materials and processes and are chain–of–custody certified by the FSC (Forest Stewardship Council)
- Use a micro–targeted approach to marketing: define a specific goal/objective, target audience, location, duration, and response metrics before starting a campaign
- Ditch the spray–and–pray method of direct mail marketing. Use a targeted list, segment based on specific demographic characteristics, and cleanse your list throughout the duration of your campaign
- Reduce waste and storage costs by printing marketing materials on demand. Digital printing allows you to print only the quantities you need precisely when you need them
- Use direct mail and/or print to capture the attention of prospects. Then continue to nurture relationships online via email marketing or through social media
Some call this awareness and approach ‘green marketing’. Honestly, I think it’s more than just being respectful of our environment and its resources. These are simple steps you can take to market smarter. You not only reduce the negative impact on the environment, but you also get better results from your campaigns.