Written with the help of members of the SMP, the guide has been designed to help mail producers, both brands and agencies, reduce their carbon footprint by producing more sustainable mail campaigns.
SMP members who contributed to the publication, ‘Using Mail More Sustainably, A Step-by-Step Guide’, were Paul Sumner from Go Inspire, Angus Campbell from Paragon, Webmart’s Tom Oldershaw, and Metromail’s Neil Hoban.
Key learnings from the guide include the opportunities to make carbon conscious mail campaigns; what mail sustainability factors to consider, from design concept through to recycling; and how to assess sustainable paper options, inks, other materials, and print processes.
It also includes information about how effective data targeting can help to reduce the carbon impact of direct mail and other printed mailings; and ways to offset the carbon emissions of mail campaigns.
Key sections in the guide include guidance for sustainable mail; reducing waste through data; how to choose suppliers; delivery footprint; and encouraging recycling.
Philip Ricketts, commercial director of Royal Mail Wholesale, said: “All media channels and marketing activity have an impact on the environment, particularly regarding carbon footprint.
“Protecting the planet by improving sustainability must be a major priority. This guide, developed with the invaluable experience of the members of the Strategic Mailing Partnership, provides genuine guidance for mail users including practical insights on ways to take, often simple steps, within the mailing sector to becoming more sustainable.
“Following the steps in the guide is an extremely useful place to start for brands on the journey to becoming more sustainable; even if it simply helps them to know which questions to ask production partners and printers.
“We hope the guide gives organisations a better understanding of when and how they could reduce the carbon footprint of their mail campaigns, as every change we make today can lead to a more sustainably optimistic future within the mailing industry.”
