When you switch to database marketing — reducing your mailing by 90% by culling out only the top 10% of your database to personalize and mail to — you are also GREENING your print marketing at the same time! When you personalize a booklet, reducing a static 72-page booklet to a 16-page personalized one, you are greening your projects at the same time. Think about how much you help your clients lower their environmental footprints in terms of paper, ink, energy use, transportation . . . and the list goes on.
I just released a report titled “Greening Print Marketing: A Practical Guide” that has an entire section devoted to how digital print applications “green” print marketing. We’re used to looking at the case studies in terms of how they affect the bottom line (and rightly so), but many of those same applications have a green angle. Every time you cut costs through efficiency, targeting, and personalization, you save your carbon footprint, too.
I’m also fascinated by just how poor a carbon footprint e-media has. The more I learn about it, the greener print looks.
The digital printing industry really has an environmental story to tell. I wonder how well we’re telling it?