Last month, Target Marketing Magazine published an article on trends surrounding environmentally-friendly envelopes – I was on vacation at the time so I didn’t get a chance to pass it along then. Here’s a link to the article.
As I’ve written on a number of occasions, “green” envelopes are an important part of an organization’s marketing and communications efforts (we have already sold more than a quarter billion envelopes made with 100% certified wind power over the past couple years). In fact, they are often the first component of a direct mail piece that a recipient sees, and it is important to take that opportunity to send a values-laden message through the materials/inks/energy that are used to produce the piece.
Obviously, using green practices for direct mail should be just one of the many sustainable business practices that organizations employ – otherwise they could be accused of greenwashing. However, given recent developments in technology, mailers can make their pieces more environmentally-friendly without adding much, if any, cost, which removes the most critical barrier to adoption. Research has demonstrated that consumers want to buy products from companies that do business in an environmentally-responsible manner. Marketing collateral is one way for organizations to demonstrate this commitment.