How to run an effective mail campaign and still win the war on plastic waste
04th Mar 2019
Direct marketing is a dynamic and constantly-evolving industry. The pace of change has been rapid, as MarTec-driven campaigns become more targeted, more cost-effective and achieve higher response rates, as they continue to prove their value in the multi-channel mix.
Direct mail, in particular, has also needed to change to respond to environmental concerns. Today it is increasingly important for organisations to affirm and demonstrate their commitment to reducing the environmental impacts of their marketing. Sustainability appears in the mission, values or pillars across Australia’s corporate organisation and, more importantly, your customers care. They need assurance that the brands they engage with do too.
If we only make the right offer to the right people at the right time and via the right channel, we will go a long way to eliminating waste.
Happily, direct marketing best practice is also good for the planet. If we only make the right offer to the right people at the right time and via the right channel, we will go a long way to eliminating waste.
Getting real about environmental impacts
In common with most sectors, however, direct mail has had to do its share of soul-searching about its traditional practices and their impact on the environment.
Mail packs using plastic wrap are hugely popular with marketers. Plastic is economical with high-speed machinery making it efficient and therefore cost-effective. Plastic allows for clear display of the attention-grabbing design of the magazine or mailing pieces inside. It will protect your pack contents from the weather and wear and tear, as well as being an efficient way to bundle multiple components together. We can wrap many different sizes from DL up to tabloid. Just ask us what’s possible when designing your next campaign.
Alternatives to traditional plastic wrap
But of course, there is a downside with the use of all traditional plastics. The environmental impacts are well-documented and your customers are very aware that the tide has turned.
There are alternatives to plastic that also have significant benefits. If you design your campaign from the outset with the environment in mind, you will be able to avoid many pitfalls.
Envelopes gone wild
The most obvious solution is the good old envelope. Even standard-make envelopes come in a range of shapes and sizes and we see our clients employing seemingly limitless creativity utilising images and clever creative to generate excitement. Creative finishing, special make envelopes exploiting colour and shape and varied window size and placement all push Australia Post’s limits to capture the attention of their customers.
Self-mailers or all-in-one mailers
Self-mailers have the advantage of including the outside packaging as part of the primary mailing piece. A single sheet of paper is folded and sealed, making it kind to the environment as well as cost-effective to produce. Please talk to us if you are interested in this option, which can include devices such as a tear-off strip to be returned to you as a postcard if you require a hard-copy response.
Eco-friendly plastic wrap
For customers who want all of the benefits of plastic wrap and to still be kind to the planet, mmw3degrees offers an eco-friendly, fully bio-degradable alternative to traditional plastic wrap.
Our environmental wraps degrade using soil micro-organisms and this takes place much faster than with other plastics. They allow marketers to show off creative design and protect the campaign from the elements or any rough-handling and still assure your customers that the mailing is 100% bio-degradable, keeping your environmental reputation intact.
Plan for the planet
We encourage our customers to call us to discuss these options as early as possible in the campaign planning process. We can work with you to design an approach that will achieve the best possible results for both your customer engagement communications and the environment. Please call us on 02 9427 1555 or drop us a line here.