And, many businesses struggle to balance effective marketing with growing environmental concerns. Direct mail (DM) often faces scrutiny for using natural resources like paper.
While digital marketing may seem like the obvious “greener” choice, the reality is more nuanced. The data centres that power digital campaigns consume massive amounts of energy, creating a significant carbon footprint. That’s why taking a holistic view of your business’ environmental impact cross-channel is now more important than ever before.
It’s not all bad news, though – DM has made remarkable recent progress in its sustainability. According to research from JICMAIL, 87% of mail discarded within 28 days in Q3 2024 was recycled – up 14% year-on-year.
The Telescope team has spent over 20 years helping businesses create effective print materials. And, we’ve learned a thing or two along the way about delivering campaigns that are more environmentally friendly. Here’s what works:
Creating an environmentally responsible DM campaign extends beyond its recyclability. It’s about reducing materials, and making smarter choices from the start.
Switching to recycled or FSC certified paper is a quick win. Over 60% of direct mail now sourced from sustainably managed forests!
Ink matters just as much as paper. Traditional petroleum-based inks release volatile organic compounds (VOCs) during printing and storage and complicate the recycling process. Vegetable or water-based alternatives release fewer VOCs and recycle more efficiently.
Avoid the plastic coatings that make recycling difficult and replace plastic wrapping with paper-based or biodegradable alternatives. Better yet, question whether you need an envelope at all – could your piece work as a self-mailer?
2) Optimise your data
Another effective way to make your DM more sustainable is to simply send less of it, but make your sends more strategic. A well-targeted campaign that gets results is always going to be more sustainable than mass mailings with a poor conversion rate!
Regularly updating and cleaning your mailing lists can remove duplicates, outdated contacts, and incorrect addresses. Utilising available demographic and behavioural data to target the most relevant prospects can result in less waste and higher response rates.
Think big, but start small – running smaller campaigns before larger rollouts can help you optimise your messages and prospect list. Think about A/B testing different approaches to identify what works best for your audience.
Not only does optimising your data reduce waste, but the insights you get from smaller campaigns can help refine future sends, and improve overall campaign ROI, too!
3. Design with sustainability in mind
Just like choosing your materials, making smarter design choices can make a DM campaign more sustainable, while maintaining its efficiency.
Adopt a minimalist approach – embrace white space and simpler designs that require less ink. Focus on clear, impactful messaging over ink-heavy backgrounds. It may also be more beneficial to use die-cuts or clever folding techniques instead of additional inserts, too.
Design pieces to standard sizes that minimise paper waste during production, and work in-line with postal regulations to avoid surcharges and optimise deliverability. Using a lightweight paper will also require less fuel to produce and transport.
What do you want someone to do with your DM piece once they’re finished with it? If you want to ensure it’s disposed of properly, include clear recycling instructions. Let recipients know which parts of your mailer can be recycled (and why certain parts can’t). If elements of your mailers can’t be recycled yet, include suggestions for reusing elements in everyday life.
4. Partner with eco-conscious suppliers
As a service, DM relies heavily on your supply chain – which also plays a crucial role in the overall environmental impact of your campaigns.
If you can, choose printers with environmental certifications like ISO 14001. If that’s not possible, ask suppliers about their waste production practices, renewable energy usage, or any “green” commitments outside of ISO 14001. Similarly, some printers also offer carbon offsetting as part of their service!
Working with local suppliers also reduces the emissions associated with transporting your pieces, while also allowing for easier quality control and collaboration. Not to mention, you’re also supporting a fellow local business, which also contributes to the overall sustainability of your local community.
Planning campaigns well in advance can allow for more efficient production and scheduling. Typically, rush jobs are less energy efficient (because they need to be done quickly), and having the time to plan gives you the opportunity to explore the most sustainable options.
5. Measure, offset, and communicate your impact
Creating sustainable DM campaigns isn’t about just hitting a standard once. It’s about making continuous improvements.
If you can, track meaningful metrics like paper usage, percentage of recycled mailers, and the associated carbon footprint. Set progressive targets to improve with each campaign, and use these insights to guide future business sustainability initiatives.
Partnering with a carbon offsetting programme can neutralise the remaining emissions from your campaigns. Your printer or DM provider may be able to help arrange this.
Don’t keep your sustainability efforts secret. Share your journey transparently, highlighting achievements while acknowledging areas for improvement. When appropriate, showcase sustainability credentials directly on your mailers.
The business case for sustainable direct marketing
Making your DM campaigns more sustainable isn’t just good for the planet – it’s good for business, too.
With 70% of consumers preferring sustainable delivery options and 40% willing to pay more for them, it’s clear that environmental consciousness has shifted from a nice-to-have to a business essential.
More sustainable direct mail practices can deliver:
- Enhanced perception of your brand and increased customer loyalty
- Stronger engagement with environmentally-conscious audiences
- Cost savings through most efficient targeting and material usage
Are you ready to make your direct mail more sustainable? These strategies are just the beginning of reducing your environmental impact, while maintaining (or even enhancing) the effectiveness of your DM campaigns.
If you need support implementing sustainable direct mail that doesn’t compromise on results, we can help. After all – we’ve been helping businesses like yours create impactful, efficient DM campaigns that deliver both commercial and environmental benefits.
