BY KATHLEEN J. SIVITER
DEFENDING THE “GREENNESS” OF MAIL
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f you are as passionate about hardcopy mail as I am, then you may get riled up when you see articles or information being shared that claims hardcopy mail has a negative impact on the environment and that digital alternatives are much more “earth-friendly.” So how do you defend use of mail against those positions? Luckily, there are lots of resources out there that organizations can use to do so. Let’s start with a reminder of why hardcopy mail is preferred by many businesses over its digital cousins. Put in simple terms, it works! Speaking on behalf of nonprofit organizations who use the mail for raising funds, distributing publications, building membership, and communicating with members, donors, constituents, and lawmakers, direct mail continues to have a better response rate than digital alternatives. According to The Rome Group’s 2025 Philanthropic Landscape Survey, direct mail was one of the top three most effective fundraising strategies. It’s not just nonprofit organizations that use direct mail because it works. According to Lob’s recent State of Direct Mail report, 90% of leaders increased their allocation to direct mail this year. According to Modern Postcard, “[d]irect mail is delivering exceptional results in 2025, with 161% ROI outperforming digital channels… Smart marketers are capitalizing on the physical mailbox as a high impact channel where messages receive focused attention and drive measurable business outcomes,” it said. The USPS on its Delivers website provides articles and resources on the effectiveness of hardcopy direct mail. One such article recaps neuroscience research performed by Temple University (https://www.uspsdelivers.com/why-direct-mail-is-more-memorable/) that shows physical advertisements have a strong impact on consumer decision-making, are more memorable, and leave a more long-lasting impression than digital alternatives. There are many more studies and articles on the neuroscience behind the success of direct mail. According to a study sponsored 16
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by Canada Post and conducted by Canadian firm, TrueImpact, “direct mail requires 21% less cognitive effort to process than digital media. This is because we are able to physically touch and feel the mail, which makes it easier for our brains to process the information. The study also found that participants who received direct mail spent 39% more time looking at it compared to email. This shows that physical mail captures our attention for longer periods of time, which is a valuable asset for any marketing campaign.” A Royal Mail market research study, The Private Life of Mail, studied brain response using steady state topography and discovered that compared to email, hardcopy mail had 32% greater engagement, 22% greater emotional intensity, and 32% greater long-term memory encoding. But Is It Green? So, direct mail is great… but is it “green?” What about all that environmental mud-slinging about print and paper, direct mail included? We need to counteract those attacks with some myth-busting. First, “[p]aper is one of the few products on earth that already has an environmentally sustainable, circular life cycle,” says Two Sides North America. “It is made from a renewable natural resource — trees that are purpose-grown, harvested and regrown in sustainably managed forests… It is manufactured using mostly renewable, carbon neutral bioenergy in a process that uses a lot of water, but consumes very little of it. And paper products are recycled more than any other material.” Two Sides North America (https://twosidesna.org/) is part of a non-profit Two Sides global network that includes 600 member companies. Two Sides’ mission “is to dispel common environmental misconceptions and to inspire and inform businesses and consumers with engaging, factual information about the environmental sustainability and value of print, paper and paper-based packaging.” Two Sides provides great resources for