FOCUS ON MAIL
Top tips for sustainable mail Customers increasingly favour brands that are committed to sustainability – and your mail can reinforce and reflect that stance.
Doordrops bear fruit for eCommerce brands Whistl’s Mark Davies took to the stage at the recent JICMAIL conference with a lively presentation demonstrating how doordrops can drive business for eCommerce brands. The flagship annual event for JICMAIL, the conference took place at PwC headquarters on the Embankment, London, and attracted delegates from both agency and client sides. Mark’s presentation outlined how JICMAIL insights and research can be used both to provide compelling arguments for using the medium, and to measure its effectiveness post-campaign. He illustrated this central theme with a case study of Whistl working with Oddbox, who offer a subscription service delivering ‘wonky’ fruit and veg boxes to the householder’s door. Doordrops proved a highly successful acquisition channel, most notably extending the audience reach and profile beyond that achieved by digital alone.
Here are some top tips adapted from our own comprehensive Sustainable Mail Guidance.
About JICMAIL
JICMAIL is the Joint Industry Committee for Mail, and delivers gold standard audience measurement data for Direct Mail (include Partially Addressed Mail), Doordrops and Business Mail. This data is used by agencies and advertisers to pitch, plan, activate and measure mail campaigns. Whistl is a Platinum Partner of JICMAIL and Mark Davies, MD of Whistl Doordrop Media, sits on the JICMAIL board.
Minimise print & production impact
Choose like-minded suppliers Seek out partners – designers, printers, mailing houses – who share your environmental ethos.
The printing technique and the inks used do make a difference – insist on low-impact production processes such as the use of vegetable inks.
Cleanse your data Make sure your database is up-to-date. “Undelivereds” are wasteful in many ways.
Pick your postal partner That would be us then! Both ourselves and Royal Mail are committed to driving down emissions, with increasing use of electric vehicles.
You can see Mark’s presentation in full here https://www.jicmail.org.uk/news/jicmail- measurement-matters-conference-2022/
Design out waste Often the more succinct the format, the more successful the communication. Don’t over-egg it!
Mark Davies MD of Whistl Doordrop Media
Promote recycling Every printed piece should have a recognisable recycling symbol – make yours prominent.
Select the right paper choice Not just the weight, but the ‘where it’s from’ is all important. Make sure it’s from a sustainable source and carbon-balancing scheme.
For more detailed recommendations visit whistl.co.uk/news/guidance- sustainable-mail to download our Sustainable Mail Guidance.
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Whistl Magazine • Winter 2022
Whistl Magazine • Winter 2022
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