Fast facts: mail and the environment

For businesses and consumers alike the environment is a top priority, and the direct marketing industry is no different. In fact, it is meeting the challenge to reduce its carbon footprint head-on through improved targeting, data hygiene and regulatory and best practice guidelines, such as PAS 2020.

And, direct mail is cleaner and greener than you think… you may be surprised to learn that the following items have a carbon footprint of 2.8kg:

• 7.7miles in a car 
• 34 seconds on a long-haul flight 
• Half a cheeseburger 
• The average number of items of addressed direct mail received each year by a UK adult

These findings, from the 2010 DMA and fast.MAP sustainability tracker, are backed up by the low wastage rate of direct mail, which enjoys a 92% open rate compared to 12% for email.