Sustainability and eco-friendly practices are a priority in today’s world, with businesses facing increasing scrutiny to ensure their operations align with green initiatives. 

With this in mind, an area that often comes under questioning is direct mail; this traditional marketing method has been used for years and involves sending promotional communications (including flyers, letters, and brochures) via postal service. But how does this physical form of marketing impact the environment? 

Let’s separate the facts from fiction when it comes to sustainability and direct mail…

Fiction: Direct Mail Contributes Towards Deforestation

Fact: Despite the production of paper being associated closely with deforestation, responsible paper sourcing and sustainable forestry practices have become increasingly important – particularly if the longevity of direct mail is to continue. Businesses are now purchasing paper from green suppliers, ensuring it comes from a responsibly managed forest or recycled materials. Today, over 60% of direct mail is sourced from sustainably managed forests. 

Fiction: Direct Mail is a Waste of Paper

Fact: Sure, direct mail can be a waste of paper – if it’s not implemented properly. It can also be an effective marketing tool with minimal environmental impact, if you know how to market it properly. According to data from JIC Mail, 70% of all direct mail is opened, with the remaining 30% often recycled, meaning unless your messaging is poor and ineffective, physical mail is not a waste of paper. 

Fiction (ish): Printed marketing material has a high carbon footprint

Fact: Whilst this claim is, technically, factually accurate, there is a counter argument worth exploring. The carbon footprint of a single printed direct mail is higher than clicking send on an email or social post, however, did you know that the carbon footprint per sale for email is much greater? This is because direct mail has a significantly higher engagement rate and a longer-lasting impact compared to digital communications. Emails and social posts, though efficient, frequently require repeated attempts to achieve the same level of success, resulting in a cumulative carbon footprint that can surpass that of a single direct mail piece. So, there you have it!

Fiction: All Direct Mail Is Environmentally Damaging

It’s easy to jump to conclusions and assume that the environmental impact of direct mail, as a whole, is damaging – but this isn’t factually correct. The impact depends on multiple factors, including what materials are used, methods for waste and disposal, plus the production process – whether it requires laser printing, ink, polywrapping, any special applications such as tab or wafer seal application, and beyond!

Fact: Printing Advancements Result in Minimising Environmental Impacts

As technology evolves, environmentally-friendly practices are becoming more accessible – and this rings true in the world of direct mail, too. Modern printing techniques such as digital printing are advantageous, generating minimal waste, while the adoption of resource-efficient methods continue to enhance sustainability across the industry.

We believe in the value of direct mail as an impactful marketing tool. This article has highlighted that with clear advancements in printing technology and sustainable practices, it can also be an environmentally conscious choice that continues to deliver results while minimising its ecological footprint.