greening the mail
DESCRIPTION
Presentation given at a recent USPS PCC meeting providing an overview of the "Green Movement" related to direct mail.TRANSCRIPT
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Greening the Mail 15 Ways Direct Marketers Can Shrink
Their Environmental Footprint
Kevin Lash
January 22, 2009
® Agenda
Reasons to Green the Mail Green 15 Best Practices Resources
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• Increased consumer awareness
• Media focus on “green”• Greater consumer expectations
Perception of mail …
Today’s Green Landscape
® Views
Need a green wake-up call?
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Fact: About 10 billion pieces of mail
and parcels are Undeliverable as
Addressed (UAA) each year, resulting
in enormous waste and unnecessary
expense for mailers.
® Best Practices
Green 1515 cost-effective best practices known to
deliver environmental benefits
Paper Procurement & Use List Hygiene & Management Mail Design & Production Packaging Recycling & Pollution Reduction
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Paper Procurement & Use
® Paper
1. Encourage your paper suppliers to increase wood purchases from recognized
forest certification programs.
® Paper
2. Ask your paper suppliers where your paper comes from
before buying it.
® Paper
3. Require paper suppliers to implement sustainable practices.
® Paper
4. Require your suppliers to document they do not sell
paper from illegally harvested or stolen wood.
® Paper
5. Evaluate the paper you use and look for opportunities
to increase greenness.
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List Hygiene
® List Management
6. Follow DMA guidelines Maintain Do Not Mail list Maintain Do Not Rent list Use services to reduce unwanted mail Give customers the option to modify
or opt out of solicitations from you
® List Management
7. Maintain ‘clean’ mailing lists by using
USPS tools and merging and
purging.
® List Management
8. Use modeling or segmentation to target customers and mail efficiently.
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Design
&
Production
® Mail Design
9. Test downsized direct mail and printed marketing pieces
where appropriate.
® Mail Design
10. Explore production methods that reduce waste.
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Packaging
® Packaging
11. Ask suppliers about environmentally preferable
packaging options.
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Recycling
&
Pollution Reduction
® Recycling
12. Purchase paper and packaging made from recycled materials with
post-consumer content.
® Recycling
13. Use email and the Web
to reduce communications
that leave a paper trail.
® Recycling
14. Ensure that environmental labeling is clear,
honest and complete.
® Recycling
15. Participate in a campaign to
encourage waste paper recycling.
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Resources
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Deliver: delivermagazine.com
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Tools from USPS Manage your address files with CASS™ system
and DPV® systems Address Element Correction (AEC) I & II are
services that can be used when CASS Certified™ address-matching software cannot match an address to the ZIP + 4®
National Change-of-Address Link (NCOALink ) and Address Change Service (ACS™) helps ensure you have the right address for customers who have moved
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www.the-dma.org/envgen/
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"The future? It's in the mail." -Postmaster General John Potter