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More Ideas to Save Money and "Go Green"
October 17, 2008
Want another idea for saving money and greening at the same time? Start with email.
I realize that I’ve talked in this column before about the power of print over email. I’m not contradicting myself here. What I’ve always advocated is the appropriate use of email. Know where and when it works, then take advantage of its strengths. This is one way you can do that.
If you have email addresses for your customers or prospects, you can save money and green your print marketing by doing a “first cut” at your message using email.
There are people who open email marketing messages and those who don’t. If someone will respond just as well to email, why print and mail a document unnecessarily? So take a first stab at your database with an e-blast before sending the printed piece. Make sure to track your responses. Once an appropriate time has passed, send the printed piece only to those who haven’t already responded by email. On the cost front, you save printing and postage. On the green front, you save paper, ink, chemicals and solvents (if you are printing offset), gasoline for distribution, and more.
Of course, “email first, print later” approach won’t work if you are on a short time deadline, but for the right applications, it can be a dynamite combination. Be sure to look for a printer who can closely coordinate your email and print campaigns so that your images, messaging, and branding remain consistent.
Have questions? Comments? I'd love to hear from you. You can email me at info@digitalprintingreports.com. For more information on primers for marketers and small businesses on digital, 1:1, Web-to-print, and personalized URL applications, visit Digital Printing Reports. You can also keep up with all of my posts on EBS, The Inspired Economist ("Greening Print Marketing"), and other blog sites by following me on Twitter.
Posted by Heidi Tolliver Nigro on October 17, 2008 | Comments (0)
