Marketreach explores sustainability of commercial mail

In its study in to the environmental impact of commercial mail, Marketreach and consultancy firm WSP produced a life cycle assessment (LCA) that showed the levels of environmental impact and carbon production in every stage of the creation and dissemination of commercial mail.

The LCA tool allows users to compare the average carbon emissions of formats across the lifecycle of mail and compares it with everyday products to provide context for the understanding of its impact.

The study concluded that by taking every opportunity to regenerate, reinvent, reduce, reuse and recycle, mail can contribute to a circular economy and be part of an effective marketing mix.

For example, the current overall carbon impact for one standard postcard is 43.61 gCO2e, which is less than an email with a large attachment that has a carbon footprint of 50 gCO2e.

The overall impact of an A4 or C5 large catalogue is 445.29 gCO2e, which is only slightly more than the impact of one 15g cup of coffee, Marketreach said.

The LCA tool is complemented by a checklist of points to consider when planning a mail campaign and an online film.

Marketreach has also launched a campaign including direct mail and out-of-home to show the ‘circular advantage of mail’ and its role in a sustainable, circular economy.

Philip Ricketts, commercial director at Marketreach, said: “Working with LCA experts and the entire mail supply chain, WSP helped us to understand and identify driving factors that will enable us to build on the industry’s substantial progress in terms of sustainability and enable future change.

“But carbon is only part of the story. Understanding the broader environmental credentials of mail is equally as important. Our campaign demonstrates how mail can be part of a circular economy.

“There’s still so much more to be done across the supply chain to lower the environmental impact of mail, but our journey is well underway. Along with our customers and the print industry, we are determined to continue to make a positive impact in this important area.”