Direct marketing is what everyone typically thinks of as “junk mail.” Even though consumers are delivered numerous ads via the regular mail and e-mail, this form of advertising is still extremely important and yields benefits for companies and non-profits. Despite the success of direct marketing, there is obviously an environmental harm direct marketing can cause. With all the paper being used and tossed away, it becomes the challenge for the direct marketer to create a campaign that is sustainable.
Leading the way in ensuring direct marketing can be green is the Direct Marketing Association. The organization has promoted several initiatives which aims at making their practices greener. For example, the association organized the Recycle Please Campaign. Through this effort, major companies were encouraged to place a recycle logo on all their marketing pieces. The organization also offers seminars and even a green marketing certificate to assist their member companies.
If your business relies heavily upon direct marketing, try posting recycle logos on your pieces. In addition, look for local printers who use sustainable products in their marketing. Try focusing more of your direct marketing to e-mail. Perhaps trade off between a postal mail promotion and an electronic one if possible.
If postal mail is still the best option for your organization, there are some tactics you can use to ensure your mail piece is read and not just thrown away as trash. Direct mail should be personalized. This means instead of saying value customer in the address line, you should put the person’s name. In addition, direct mail should be appealing. Investigate what are the best colors for your envelopes, position for envelope windows and layout for the information inside. Taking into account these considerations will help make sure your mail piece is not just a waste of paper but rather a meaningful form of promotion.
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