RR Donnelley Contributes 63 Ways to “Green” Your Direct Mail
By Gail Nickel-Kailing on December 22nd, 2008
Looks like this week is a week for lists, here as elsewhere!
In response to our offering, 56 Ways to Go Green in 2009, I received a copy of The Environmental Approach to Direct Mail and Your Customers which offers 63 ways to “manage environment-friendly mailing programs.” According to RR Donnelley:
These tips are geared at generating improved response rates, reducing waste and increasing consumer acceptance.
You’ll want to download the whole list, but here is a sample:
List Enhancement
- Use hotline names to reduce non-deliverables
- Loosen merge-purge parameters to drop more names
- Use Mail Preference Service (MPS) screened files to drop counts
- Mail only to addresses that can be barcoded and validated through CASS/DPV/LACS software
- Implement a stringent data quality program to ensure deliverability
(there are 14 more…)
Better Offers
- Offer environmental premiums such as cloth tote bags and “Recycle” logo bumper stickers
- Make early-bird offers to reduce repeat mailings
- Use “Member get a Member” offers to reduce solo mailings
(there are 4 more…)
Format Ideas
- Use selective insertion
- Use self-mailer concepts
- Specify recycled paper
- Use and showcase FSC papers or other sustainability logos
- Minimize UV coatings
(there are 24 more…)
Copy Tweaks
- Encourage recipient sorting of mail for recycling – consider using the DMA’s “Recycle Please” logo
- Provide environmental tips for the home or office
- Detail efforts to cut environmental costs in mailings
(there are 5 more…)
Hats off to Phil Brown, Senior Vice President Marketing, RR Donnelley Response Marketing Services, for this list.
