Direct Mail’s Contribution to a Greener Earth

D I R E C T M A I L’ S C O N T R I B U T I O N T O A

GR E E NE R E A R T H

BRANDON GLICKSTEIN Co-Founder & Integrator at Monster Lead Group

DIRECT MAIL’S CONTRIBUTION TO A GREENER EARTH Among the industries that have made significant strides in response to climate change is the direct mail marketing sector.

Companies such as Monster Lead Group have adopted intelligent ways of reducing their carbon footprint, which leads to higher conversion and less wastage.

B R A N D O N

G L I C K S T E I N

S

till, many consumers are only vaguely aware of these strides, and the common misconception is to connect direct mail to deforestation.

A brand or company wishing to connect to the modern consumer has to work hard to ensure its ways of doing business aligns with the values its target audience holds dear.

A brand or company wishing to connect to the modern consumer has to work hard to ensure its ways of doing business aligns with the values its target audience holds dear. As environmental sustainability is a key value for many millennials (who make up a growing proportion of consumers), direct mail marketers and their clients must adopt policies that lower their environmental impact.

PRACTICAL STEPS Some of the steps that direct mail firms have taken to reduce their carbon footprint include adopting smart targeting methods, which remove unqualified prospects and contacts less likely to respond. Reducing the size of mailers and including less content in what is sent out has also proved to be a good way of reducing the amount of paper used.

Lastly, marketers who highlight the environmental measures they have taken are more likely to be perceived positively in the eyes of a discerning public.

B R A N D O N

G L I C K S T E I N

YOU CAN LEARN MORE ABOUT THIS TOPIC BY VISITING THE blog of Brandon Glickstein, co-founder and Integrator at Monster Lead Group.