Take Your Paper Greener

Did you know that paper is going green? Actually, paper has been green for some time, but paper manufacturers are making it even more so. Let’s look at some trends in paper manufacturing that will be pleasing to the Earth.

Paper is going lighter. As postal costs have gone up, paper stocks have gotten lighter. While some print projects will always demand a heavier grade of paper, for documents that will end up in the mail stream, lighter paper just makes sense. This translates into less energy used to harvest and process the fiber, less energy used to produce the paper, and less fossil fuel used to distribute the final product.

Paper mills use renewable energy. Much of the energy consumed in paper manufacturing comes from renewable energy sources, including biomass (treetops, limbs, bark and other manufacturing by-products) and water. For some mills, as much as two-thirds of the energy used in their paper production can come from renewable sources.

Paper mills are going carbon-neutral. Non-integrated mills may not be able to produce their own energy, but an increasing number purchase carbon credits instead. Many paper companies now claim to be entirely carbon-neutral.

More 100% postconsumer paper. There are a growing number of recycled papers using 100% postconsumer (PCW) fiber. This used to mean significantly higher prices, but the costs have dropped to be more in line with those of other recycled papers.

More environmental certifications. Most paper mills offer environmentally certified papers these days. With environmental certification, the entire paper manufacturing process, from the harvesting of the trees to the production of the paper, is strictly monitored so you can be sure that it is conducted with the highest levels of environmental integrity.

As the paper industry continues to deepen its environmental commitment, it is becoming easier to take your print marketing green. Combine that with best-in-class mailing practices such as keeping your mailing list clean, de-duped, and up to date, and you’ve got a powerful recipe for environmentally friendly print marketing!



Survey: Data-Driven Marketing Is Critical to Success

Survey: Data-Driven Marketing Is Critical to Success

According to a survey by Forbes Insights,[1] 64% of global marketers “strongly agree” that data-driven marketing is crucial to success within a hyper-competitive global economy. An additional 27% agree. This makes 91% of marketers surveyed agreeing or strongly agreeing with the crucial nature of data.

Not only do marketers agree that data-driven marketing is critical, but they are seeing tangible benefits of their efforts. Nearly half—47%— strongly agree that there are “a number of tangible benefits” being realized for their data-driven marketing strategies. An additional 41% agree, making a total of 84%.

Other findings from the survey indicate that . . .

  • senior leaders within organizations support and advocate for data initiatives,
  • there is enterprise-wide vision for data analytics within organizations, and
  • there is an urgency to conduct data-driven marketing campaigns.

There is no getting around the increasing importance of data in today’s marketing strategies, whether global or local. Marketers have more than good intentions. They are putting those strategies into action. How are you keeping pace?

Talk to us about starting or improving your data-driven marketing strategies today!


[1] Data is derived from a survey of 162 U.S.-based senior executives conducted by Forbes Insights in September 2015. Respondents represented a range of industries, including retail, telecom, technology, consumer packaged goods, automotive, banking, advertising/marketing, energy, travel, media, and insurance. All companies had at least $250 million in annual revenues.