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Print Communications: Smart Ways to Reduce Waste


By Joe Harrison

nuture-plantHappy Earth Day! April 22 marks the 45th anniversary of what the Earth Day Network calls “the birth of the modern environmental movement in 1970.” Each year, it brings into focus issues of the day, builds community activism around the world and causes us to think about the impact of our own habits.

As a business communicator, you have many marketing channels available to you and important goals to reach. You can choose print communications to be part of your mix . . . and feel good about it.

What can you do to make a difference? Here are three quick ideas:

1. Cleanse your mailing list. Save money and eliminate waste by managing your mailing list carefully, deleting duplicates (John A. Jones and Mr. John Jones) and the non-deliverables. Track and measure your response rates to trim lists even more.

2. Be a smart prospector. Today’s small and mid-sized business marketers can easily and affordably leverage the power of highly-targeted data to reach a very specific audience. Using one of the premier list sources, there are 25,000 business-to-business buyer lists and more than 38,000 business-to-consumer lists – many highly targeted by demographic and lifestyle characteristics. Why spend money mailing to people who will not be receptive to your message, or worse – those who may want to hear your message but who have moved and won’t receive your mail?

3. Print on demand. On-demand digital printing uses computer-generated text and images instead of traditional printing plates. Turnaround is 50 to 70% faster than traditional printing and offers an economical way to produce quantities as low as 50 without sacrificing quality. The ability of digital printing to produce small batches of reports, newsletters, brochures and other printed materials not only reduces waste due to obsolescence but also limits inventories.

Want more ideas to help you reduce, reuse and recycle your print communications? Let us know!