According to the Winterberry Group’s 2009 Direct Mail Trends report, direct mail marketers were focused on promoting efforts to go green in 2008. In fact, Winterberry cites, in 2008, more printing service providers (some 1,492) were certified by the Forest Stewardship Council—an independent body that promotes responsible forest management—than ever before. What’s more, the Direct Marketing Association introduced its Green 15 initiative, setting out a formal set of “environmentally responsible decisions” for its members worldwide. And the Federal Trade Commission revisited its “Green Guides,” introducing new packaging requirements that provide general guidelines for all environmental marketing claims, including popular green marketing terms “recyclable” and “biodegradable.” However, as the recession took hold, businesses and consumers directed their attentions away from green initiatives and refocused on the very real concerns of income and commercial survival.

As marketers grappling with how to drive business and simultaneously committed to employing environmentally sound practices, what are some realistic direct mail program tactics we can recommend and implement that are both financially and environmentally sound’ One to consider might be digital print on demand. K/P Corporation CEO Susan Kelly offers her thoughts on the benefits of digital print on demand in a March 16 DMNews article, “It’s Easy Being Green, with the Right Tactics.” 

In short, by leveraging digital assets that allow for personalized communication and print on demand tactics that make it possible, marketers can create more relevant dialogue with clients and prospects and drive leads, while at the same reducing print, delivery, storage and disposal costs and their consequential environmental impact.

Mr. Brett Olszewski is Chief Marketing and Sales Officer for K/P Corporation.