Green Direct Mail
I belong to the Portland ECO Business Network and I have witnessed a trend involving my colleagues eliminating all direct mail from their marketing mix. In fact, most green conscious business owners are quick to move all of their marketing online. While I do agree a diversified marketing mix is very effective, I am hesitant to recommend that businesses just toss out their direct mail initiatives. In fact, as much as I love online marketing initiatives, just think about the energy your computer is consuming just reading this post I wrote. A 24kg desktop computer (with monitor) requires 10 times its weight in fossil fuels and chemicals to manufacture. Once we get past the manufacturing of the computer, let’s think about the energy consumed to run server farms.
I am definitely not advocating wasteful marketing initiatives, but don’t be so quick to unload your direct mail initiatives. Mail out the materials on recycled paper, use soy inks and incorporate proper CRM (customer relationship management) techniques that will allow you to segment your message and audience for maximum impact.
Best,
Abby Herrera, Sprite Marketing
