Can Direct Mail Be a Sustainable Option?

Sustainability is increasingly important to consumers, with YouGov reporting that 86% of British consumers say it is important to them that brands take action on sustainability.

Despite its high ROI – according to JICMAIL, direct mail has a 95% engagement rate – there is a perception amongst businesses that direct mail is a less eco-friendly marketing channel than digital alternatives, such as email and social media. But is that true?

A life cycle assessment by Marketreach for mail, published in 2022, has revealed that direct mail compares well with digital alternatives when it comes to its carbon footprint. The assessment analyses the impact on the environment from raw materials to recycling and landfill, giving an end-to-end impression.

Carbon emissions from postcards use less carbon than one hour of video streaming, while the most commonly user letter formats have a smaller carbon footprint than online ad campaigns, which the Good Loop tool estimates produce the equivalent of 5.4 tonnes of CO2e.

Direct mail’s impact on the environment can also be offset by using recyclable materials, biodegradable inks and plastic alternatives.

“No decision about media selection is made on sustainability alone,” Marketreach commercial director Phil Rickett commented. “But it is pleasing to see that sustainability – specifically the impact that media activity has on carbon emissions and natural ecosystems – is becoming a much more prominent and urgent part of the decision-making process.”