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Greening the Mail


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Presentation given at a recent USPS PCC meeting providing an overview of the "Green Movement" related to direct mail.

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Greening the Mail

  1. 1. Greening the Mail 15 Ways Direct Marketers Can Shrink Their Environmental Footprint Kevin Lash January 22, 2009
  2. 2. Agenda <ul><li>Reasons to Green the Mail </li></ul><ul><li>Green 15 Best Practices </li></ul><ul><li>Resources </li></ul>
  3. 3. <ul><li>Increased consumer awareness </li></ul><ul><li>Media focus on “green” </li></ul><ul><li>Greater consumer expectations </li></ul><ul><li>Perception of mail … </li></ul>Today’s Green Landscape
  4. 4. Views <ul><li>Need a green wake-up call ? </li></ul>
  5. 5. <ul><li>Fact: About 10 billion pieces of mail </li></ul><ul><li>and parcels are Undeliverable as </li></ul><ul><li>Addressed (UAA) each year, resulting </li></ul><ul><li>in enormous waste and unnecessary </li></ul><ul><li>expense for mailers. </li></ul>
  6. 6. Best Practices <ul><li>Green 15 </li></ul><ul><ul><li>15 cost-effective best practices known to deliver environmental benefits </li></ul></ul><ul><ul><ul><li>Paper Procurement & Use </li></ul></ul></ul><ul><ul><ul><li>List Hygiene & Management </li></ul></ul></ul><ul><ul><ul><li>Mail Design & Production </li></ul></ul></ul><ul><ul><ul><li>Packaging </li></ul></ul></ul><ul><ul><ul><li>Recycling & Pollution Reduction </li></ul></ul></ul>
  7. 7. <ul><li>Paper Procurement & Use </li></ul>
  8. 8. Paper <ul><ul><li>1. Encourage your paper suppliers to increase wood purchases from recognized forest certification programs. </li></ul></ul>
  9. 9. Paper <ul><li>2. Ask your paper suppliers where your paper comes from before buying it. </li></ul>
  10. 10. Paper <ul><li>3. Require paper suppliers to implement sustainable practices. </li></ul>
  11. 11. Paper <ul><li>4. Require your suppliers to document they do not sell paper from illegally harvested or stolen wood. </li></ul>
  12. 12. Paper <ul><li>5. Evaluate the paper you use and look for opportunities to increase greenness. </li></ul>
  13. 13. <ul><li>List Hygiene </li></ul>
  14. 14. List Management <ul><li>6. Follow DMA guidelines </li></ul><ul><ul><li>Maintain Do Not Mail list </li></ul></ul><ul><ul><li>Maintain Do Not Rent list </li></ul></ul><ul><ul><li>Use services to reduce unwanted mail </li></ul></ul><ul><ul><li>Give customers the option to modify or opt out of solicitations from you </li></ul></ul>
  15. 15. List Management <ul><li>7. Maintain ‘clean’ mailing lists by using USPS tools and merging and purging. </li></ul>
  16. 16. List Management <ul><li>8. Use modeling or segmentation to target customers and mail efficiently. </li></ul>
  17. 17. <ul><li>Design </li></ul><ul><li>& </li></ul><ul><li>Production </li></ul>
  18. 18. Mail Design <ul><li>9. Test downsized direct mail and printed marketing pieces where appropriate. </li></ul>
  19. 19. Mail Design <ul><li>10. Explore production methods that reduce waste. </li></ul>
  20. 20. <ul><li>Packaging </li></ul>
  21. 21. Packaging <ul><li>11. Ask suppliers about environmentally preferable packaging options. </li></ul>
  22. 22. <ul><li>Recycling </li></ul><ul><li>& </li></ul><ul><li>Pollution Reduction </li></ul>
  23. 23. Recycling <ul><li>12. Purchase paper and packaging made from recycled materials with post-consumer content. </li></ul>
  24. 24. Recycling <ul><li>13. Use email and the Web to reduce communications that leave a paper trail. </li></ul>
  25. 25. Recycling <ul><li>14. Ensure that environmental labeling is clear, honest and complete. </li></ul>
  26. 26. Recycling 15. Participate in a campaign to encourage waste paper recycling.
  27. 27. <ul><li>Resources </li></ul>
  28. 29. <ul><li>Deliver : </li></ul>
  29. 30. <ul><li>Tools from USPS </li></ul><ul><li>Manage your address files with CASS™ system and DPV® systems </li></ul><ul><li>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® </li></ul><ul><li>National Change-of-Address Link (NCOALink ) and Address Change Service ( ACS™) helps ensure you have the right address for customers who have moved </li></ul>
  30. 31.
  31. 32. <ul><li>&quot;The future? It's in the mail.&quot; </li></ul><ul><li>-Postmaster General John Potter </li></ul>