Sustainable Print is the Smart Choice
There is a common misconception that print is not an environmentally friendly means of communicating with your customers. Not only is that untrue, but there are steps that businesses like yours can take to ensure that print choices are even more sustainable.
Customers choose print
Print is still the preferred method for consumers for many things. In fact, 65% of consumers prefer their magazines on paper. Paper coupons also reign supreme over digital. It is estimated that 8 in 10 coupons redeemed are paper-based over digital. For a prime example, look no further than the Bed Bath and Beyond 20% off coupons, so popular it had its own story in the NY Times last year.
Preferred partners
When working with a print service provider, look to see if they are Forest Stewardship Council© (FSC) Certified, like Journal Graphics. FSC Chain of Custody standards focus on best practices in sustainability, manufacturing, recycling, and materials sourcing. The right print partner can help you make sustainable decisions. They can assist with paper and ink selection, creative designs that impress while reducing waste and working with your data to target your customers smartly.
Sustainable print trends
Printing sustainably goes much further than just using recycled paper. While there are certainly many options to choose from in the world of recycled papers, how paper is made, its fiber blend, the bleaching process, and whether the manufacturer uses environmentally sound operations can play a significant role in the decision process.
Inks are also taking a turn in the eco-evolution spotlight. Vegetable and soy-based inks are similar to traditional inks that are petroleum-based in that they can provide the same color clarity and durability. They are preferred in food packaging for obvious health reasons. An additional advantage to vegetable oil-based inks is the ease in which they can be extracted in the recycling process.
Marketers turn to multi-page direct marketing campaigns rather than multiple printed pieces stuffed into envelopes for maximum impact right out of the mailbox. What would have a more powerful impression on your audience? Receiving a cleverly designed 4-color mailer or a boring white envelope, with a form letter and generic brochure inside. A multi-page publication targeted to specific customers can significantly influence decision-makers, reducing the need for additional expenses and optimize mailing costs. Tie the piece back to your digital marketing efforts with QR codes, targeted offers, and landing pages for a winning combination and a personalized touch.
These are just a few simple ideas of how you can make your print campaigns more sustainable and earth-friendly this year. If you’re interested in learning more, contact Journal Graphics today and we’ll show you how we are making our operations more environmentally sound every day.