Eco Friendly printed communications is good for business and the environment

go_green_MarketingDid you know the cost of going green with printed communications is going down?

It used to be that going green with printed communications meant going broke. Actually, it wasn’t quite that bad, but it did cost more. Today, the cost of going green is down, thanks to the growing acceptance of green mandates by organizations like the Direct Marketing Association (DMA) and the United States Postal Service (USPS).

Another reason for decreased costs is that more and more commercial printers and paper manufacturers have become eco-certified, which helps to reduce the cost of using green materials and processes. The demand for digital printing, especially when variable data printing (VDP) is introduced, also helps lower the cost and the amount of paper used, as is the improved management of mailing lists. Think about it: better managed lists mean smaller, more accurate lists. That saves on printing and postage, and boosts response rates and sales.

Now add the benefits of going green to the benefits of going with printed communications

Studies find that printed communications have a positive impact on business.
For example:

  • Approximately 80% of households either read or browse advertising mail sent to their homes.
  • Campaigns that combine direct mail and e-communications yield up to an additional 25% response rate.
  • A significant percentage (44% to be exact) of small and medium sized businesses still rely on newspaper and magazine advertising, and on direct mail, including letters, postcards and catalogs to get their messages out and to get results.
  • Roughly four out of five Internet users say they were directly influenced to purchase an item or service because of direct mail.

Here’s a fact that will astound you

If you’re in the camp that thinks pixels are better for the environment than printed communications, think again. The basic raw materials used to make paper are renewable. The same isn’t true for electronics. Making a computer requires the mining and refining of dozens of minerals and metals such as gold, silver and palladium, as well as the extensive use of plastics and hydrocarbon solvents. The lifespan of computers and other devices are short, but the toxic wastes they produce will be around for decades, if not longer.

Consider these facts—

  • Many of the fabrics used in large format printing are made from 100% recycled materials and printed with aqueous-based inks.
  • The rigid substrates found in large format printing are often biodegradable and recyclable.
  • Vinyl banners are commonly made from recycled materials.
  • The inks used to print these materials are eco-friendly because many of them are UV curable and water-based.

Have a Great Day!

Audrey Ferrante
Ferrante & Associates, Inc.


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