New direct marketing white paper: The Four R’s of Green Direct Mail

WAYNE, N.J. /Advertising Industry Newswire/ — The Ballantine Corporation announced this week the release of its latest direct marketing white paper: “The Four R’s of Green Direct Mail.” It details how to reduce, reuse, recycle and respond. “Green direct mail continues to be an important topic,” says Ryan Cote, director of marketing for Ballantine.

Cote adds, “We hope that this white paper will provide businesses with useful and practical tips to help make its direct mail greener.”

Additionally, green direct mail not only demonstrates a business’s commitment to the environment, it can also help to save money in certain cases.

“The Four R’s of Green Direct Mail” provides specific tactics that can be easily employed. For example, reducing materials used is one of the easiest ways to get started and includes actions such as linking to online content; using press-efficient formats; fine-tuning targeted mailing lists; and more.

And, while many marketing departments have some type of recycling program in place there are ways that businesses can also encourage their customers to recycle and make the process even that more effective.

Another “R” – reusing – may prove to be the most difficult to implement, but it may also have the greatest number of options to choose from. Finally, a business should “respond.”

“There’s nothing wrong with a company tooting its own horn,” says Cote. “If it is making efforts to become ‘greener,’ there are several ways that it can communicate this to its customer base. Everyone will benefit.”

About The Ballantine Corporation:
Family-owned since 1966, The Ballantine Corporation is a New Jersey-based company offering direct marketing services to companies nationwide.

View the white paper here: http://www.ballantine.com/2011/10/10/green-direct-mail/ .