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USPS and address verification make direct mail eco-friendly
With U.S. Postal Service initiatives and accurate targeting tactics with address verification, marketers can now make their direct mail campaigns greener than they ever imagined. Reducing waste and implementing eco-friendly practices across the board can not only improve a company's carbon footprint, it can save a considerable amount of money, too. Consumers are very aware of how a company regards the environment, and as marketers make an effort to change their direct mail strategies in favor of eco-friendly tactics, the brand may become more reputable in customers' eyes.
By reducing the amount of energy, water and landfill waste and employing heavy recycling management, the USPS saved approximately $52 million in 2012. In a time of need, the USPS generated more revenue and saved millions with green initiatives, and it continues to explore more mailing options that will make the planet a better place to live.
"Across the country, postal employees are participating in more than 850 green teams," said USPS chief sustainability officer Thomas Day. "Motivated by a desire to be good stewards of the environment, and our sustainability call to action, ‘leaner, greener, faster, smarter,' employee green teams are helping the Postal Service achieve positive results in energy reduction and resource conservation."
Marketers can adopt similar tactics in their direct mail campaign while still capitalizing on leads and creating unique campaigns. Here are four green practices that companies can use for their next direct mail plan:
1. Look for greatest value
Postcards, smaller packaging or simple gifts can be cost-effective and use less materials. Recycled and biodegradable paper are also great choices; companies should promote that they use environmentally friendly materials, too, says Target Marketing Magazine.
2. Repurpose, reduce and recycle
Be very organized and conservative with inventory so unused materials do not go to waste. If there is excess mail supplies, find a way to put them to good use in the next campaign or recycle them properly.
3. Employ concise list hygiene
Address verification software is key for proper list cleansing. In order to reduce outdated information and stop wasting materials on inaccurate addresses, companies need to check all contact information and verify that mail will be received at the listed address.
4. Track to see what works and what doesn't
Per good marketing tactics, don't waste time, money or materials on a campaign that isn't proving a high return on investment, says Target Marketing Magazine. Scrap the old campaign and start fresh to make sure supplies are being used in the most beneficial way possible and don't end up in recipients' garbage cans.
