The Green Production Process: Environment-friendly practices that make social and economic sense

Improve ROI
Good managers focus not only on improving the number of responses; they also pay attention to the cost of achieving those response rates. Green production can go a long way toward improving a project’s ROI.

For example, a total green approach to direct mail can encompass sophisticated modeling and data mining techniques, the efficiencies of co-palletizing and commingling, FSC- and SFI-certified paper, variable data personalization and other sophisticated cross-media marketing techniques, as well as proper disposal and recycling practices. All reduce adverse environmental impacts, and — in the case of direct marketing — fewer but better pieces in the mail will boost ROI by delivering appropriate messaging to those audiences likely to be the most responsive.