What are you looking for from your next direct mail campaign?
We’re sure that the first words that come to mind are things like “engagement,” “leads”, and, of course, “profit”, and “return on investment.”
While the bottom line will always be the most vital consideration from a commercial perspective, the modern world – and the modern consumer – demand you go further.
There are many things you must get right in modern direct mail, including:
· How you use personalisation to enhance your engagement and conversion rates.
· Sending the correct type of mail to the right customer, whether you’re sending something small like a postcard or something bigger like a brochure or catalogue.
· Managing data not only to maximise your marketing potential but also to meet your GDPR obligations.
· How responsible your direct mail campaign is from an environmental perspective.
There are, of course, many other elements that go into a direct mail campaign. Still, these four points are the foundation of a successful strategy.
It is on the final of the four above points that we’re now going to focus on.
Before we talk about what we’re doing here at Mams to promote the use of renewable products, let’s first answer the question as to why anyone should care.
Your campaigns are environmentally friendly. So what?!
Asking this question is perfectly understandable.
However, the reality of the modern world is that people do pay attention to and care about how eco-friendly your direct mail is. While many types of plastic are recyclable these days, your mail recipients will notice if you’re sending them plastic wrapping once a month. They might also think they don’t want to receive your mail anymore because you’re not sending it in the most environmentally responsible manner.
Don’t get us wrong; you will still have customers that think you shouldn’t be sending them too much paper! However, your environmental footprint will be far smaller. If they ask you about it, you’ll be able to make a far more convincing case for using paper wraps or postcards than wrapping stuff in A4 sized bits of plastic!
You put so much into making your business a success; you might as well ensure that you don’t undo all that by being seen to not care about the environment!
Now, let’s look closer at how Mams leads the way in using renewable products for your direct mail campaigns.
All paper, no plastic (or potato)!
Here at Mams, all our direct mail is printed on responsibly sourced paper. Whether your mail campaign is a postcard, a catalogue, or you need us to provide personalised paper wraps to send your literature in, there isn’t a piece of plastic in sight!
Many direct mail companies use potato starch paper, but we don’t believe this is necessarily the most eco-friendly approach.
Why?
Well, while potato starch is compostable, you’re relying on your direct mail recipients being able to compost it for it to be recyclable. If someone doesn’t have a compost heap or a compost bin (and live in an area where the council can recycle potato starch paper), it’ll end up going to a landfill site anyway.
Everyone knows paper is recyclable and has the means to recycle paper at home!
Our ink is eco-friendly, too!
How a piece of mail is printed is as important as what it’s printed onto or wrapped in.
Ink has the potential to be incredibly damaging to the environment, particularly when it comes to disposal.
That’s why we only use water-based inks that include colour pigment and not much else. It looks better on the paper, too, so you’ll enjoy better engagement while reducing our environmental footprint as a business, and yours by association!
Even our tech reduces waste!
As well as using sustainable materials to create engaging direct mail, the tech we use ensures our waste is kept to a minimum.
Our innovative, industry-leading printing machines not only print in incredible volume but keep paper waste to an absolute minimum.
Where we do generate waste, we practice what we preach!
While we cannot say we’re a “waste-free” business, we’re incredibly proud of our track record when it comes to recycling our own waste.
As of early 2021, we recycle 98% of all paper waste.
Why not 100%?
Well, the other 2% has things like glue on it, so if we sent it to be recycled with the 98%, none of it would get recycled as the entire batch of waste would be contaminated!
However, we’re working every day on innovative ways to recycle every single piece of waste we produce and are confident we’ll be able to hit 100% soon.
Are you ready to make your direct mail environmentally friendly?
If you want to showcase your environmental credentials to your customer base, Mams can help you do just that!
Contact us here to discuss your needs around your next direct mail campaign, and become your industry leader in renewable, responsible, and sustainable marketing campaigns!
