Yes, direct mail is still relevant. Despite the fact that we are living in the Fourth Industrial Revolution which is driven by rapid technological advancement, print advertising is still holding ground.
Direct mail marketing statistics show that consumers still look forward to receiving direct mail. In an era where we are inundated by all things digital, the tangible quality of direct mail feels special and unique. Getting a relevant piece of direct mail is similar to receiving a gift. It’s exciting.
According to Vericast, 82% of consumers surveyed said they look at direct mail at least once a week and 55% said they are more encouraged by direct mail than they are by digital ads. Additionally, 53% said they look forward to receiving print ads and 54% find the act of looking through direct mail ads enjoyable.
However, while direct mail is still a thriving industry, it can have a negative impact where sustainability is concerned. Millennial and Gen Z consumers care deeply about the environment, and as such, they prioritize sustainable brands.
To avoid conflicting with eco-conscious consumer interests, brands must adopt eco-friendly practices when launching direct mail campaigns.
Is Direct Mail Sustainable?
The answer to this question is complex. Direct mail is most often made of paper, and trees are the most common source of that paper. The inks and finishes used in direct mail are also toxic and do not break down easily. So if you think in terms of these general facts, then it would seem that direct mail is not sustainable.
However, there are a lot of misconceptions about paper. For example, in North America, there are more trees grown than harvested, and many paper manufacturers support sustainability and saving forests by using eco-conscious practices. Paper is also one of the most commonly recycled products in the world. In fact, paper is naturally a sustainable product because it is made from wood fibers.
Furthermore, while digital devices last longer, they are far more toxic than paper when they do get thrown out. Manufacturing for digital devices also involves toxic chemicals, the use of rare and precious minerals, and tons of water and fossil fuels. Carbon emissions from paper manufacturing, on the other hand, is surprisingly low and many paper plants in the US use biomass energy.
That said, like any kind of manufacturing process, paper production and the creation of direct mail ads can still be harmful to the environment. However, it is possible to mitigate negative impacts by adopting more eco-conscious practices, such as using alternative sustainable materials and eco-friendly printing.
Direct Mail and Customer Perceptions
Direct mail, if utilized effectively, can leave a powerful first impression on customers — and first impressions play an important role in customer loyalty.
The first impression a customer has of a brand often determines how the rest of the relationship will go. A good first impression likely means gaining a new loyal customer, while a bad first impression can both result in the loss of the customer and a tarnished brand reputation if that customer shares their poor experience with others.
As direct mail already stirs excitement, it has the power to make a great first impression, but only if done well. The key to wowing customers with direct mail is personalization. Instead of sending a generic print ad, direct mail that is personalized will feel even more special and leave a lasting impression.
It’s even better if that direct mail showcases its sustainability. Again, modern consumers care a great deal about sustainability. If brands really want their direct mail to make an impact, it should be both personalized and eco-friendly.
Sustainable direct mail practices can significantly improve customer perceptions and boost customer loyalty. Sourcing sustainable materials for print ads and even adopting more sustainable printing and shipping practices can appeal to environmentally conscious customers and can help the company save money by making processes more efficient.
5 Alternative Sustainable Print Materials
There are, in fact, many alternatives to traditional paper and card stock materials that can be utilized for print ad campaigns.
Recycled Paper
Of course, the easiest option is to opt for materials that have been made from previously recycled paper instead of those made from fresh pulp. The durability and quality of recycled paper have come a long way as production processes have improved.
Hemp
Next to recycled paper, hemp is one of the best paper alternatives. Compared to other crops, hemp requires very little water and is fast-growing. Furthermore, the parts of the plant that are not used for paper can be used for various other applications, including bioplastics and biofuel.
Bamboo
Bamboo is also a fast-growing plant, which means it can easily be replenished after being harvested for use in paper products. That said, when harvested at an industrial level, overuse of bamboo can still lead to deforestation. So before opting for this material, it’s important to ensure the supplier is sourcing the bamboo ethically.
Straw
Straw is an incredibly eco-friendly material because if it’s not used for paper, it will otherwise be burned, which contributes to greenhouse gas emissions. Straw and wheat that are leftover from farming activities can be scrapped and turned into straw-based paper for a range of print materials.
Seed
Seed-based paper offers a truly unique experience because you can actually see the seeds embedded in the paper. After the customer no longer has a need for the material, they can then compost it to grow flowers or herbs in their garden, which makes it a zero-waste alternative.
Wrapping Up
Designing direct mail to be more sustainable isn’t just about the paper materials used. There are a number of other eco-friendly practices that can be adopted to make print ad campaigns more sustainable. This includes using vegetable-based inks and water-based dyes, using eco-friendly printing brands, designing smaller mail pieces, and reducing mail volume with targeted campaigns.
Showing your brand’s commitment to the planet with a range of sustainable direct mail practices can boost your reputation and go a long way toward growing a loyal following of customers.
Ready to get started? Compu-Mail can help! Our customer-centric approach can help you unlock the full potential of your direct mail campaigns with a wide range of efficient printing services.
Author Bio
Indiana Lee is a business journalist with expertise in marketing and operational strategies. As a regular contributor to leading business publications, she offers analyses and perspectives on customer engagement and data-driven marketing solutions. Connect with her on LinkedIn.
