You got mail, a paper one

If every postman and courier boy was paid the equivalent of a penny for every mailer sent by a marketing man, they would all be rich people. One can only guesstimate how many letters criss-cross the world daily, consuming paper and energy in the process, and increasing junk populations on landfills.

Surely there might be alternatives to capture the mind and the cheque books of target groups? Even as beliefs in such mailers continue, here are some ideas to mull over:

• Club multiple mailers together: Collaborate with other non-competing companies to send multiple mailers in the same envelope. Creative departments might raise a red flag: The envelope is often designed to attract target groups to open the same and read the contents before consigning them to the dustbin. It might not be easy designing an envelope with multiple brands inside. Tell these creative honchos get an extra dose of caffeine and come with something with the same impact.
• Save that return envelope: The envelope could be designed to be used for responding, rather than sending another one to respond in. (Caution: Highlight this on the envelope, before the recipient opens the same in a way rendering it unusable). Or the mailer inside could itself be folded, sealed and sent back, saving on a return envelope.
• Incentive for online response: Even if you send out a paper mailer, you could offer to receive an online or faxed response to save paper and energy consumed in delivering it back. Many companies do, for a quicker turnaround. Offer an extra incentive for those doing so.
• Have a reuse/ recycle message: In all your mailers, send out messages of reusing and recycling the paper wherever possible. (A secret: Everytime someone reuses your company envelope, someone else is seeing your brand. Not bad, huh?)

The Benefits
How many would you like listed? Saving on paper and delivery used by marketing can only mean benefits. For your business, and for the planet. The compelling ones? Here goes:

• Money: The savings are obvious, are they not? And creative guys need not be paid more for the tinkering required.
• Image: Ooh, looking green might just become the new black. And make your company look good, real good. Before this happens, though, make sure you send the word out: Let your mailers clearly state the green look and feel; how else will your target group know what and why your are doing? They will just see it as a different format otherwise.
• Start a chain effect: Once you make a start, others are more likely to follow as if they were waiting for someone to lead. And should you be the chosen one, grab the chance to boost your corporate profile.