Six Steps to Reduce your Mailings’ Carbon Footprint


Tánaiste Launches IDMA/An Post Initiative: ‘Six Steps to Reduce your Mailings’ Carbon Footprint’

Tánaiste and Minister for Enterprise, Trade & Employment, Ms. Mary Coughlan T.D. today, (Tuesday, 15th July 2008) launched ‘Six Steps to Reduce your Mailings’ Carbon Footprint’, direct mail guidelines jointly developed by the Irish Direct Marketing Association (IDMA) and An Post. The guidelines are a practical and informative resource for Irish marketers in the planning and development of environmentally responsible direct mail campaigns.

Speaking at today’s launch the Tánaiste said: “The ‘Six Steps’ guidelines from the Irish Direct Marketing Association and An Post is a welcome initiative.  Both organisations, are demonstrating leadership and responsible practise, investing significant time and resources to improve their environmental performance, and that of their members and subsidiaries.

“Working together with industry, we want to see   all forms of waste minimised, including that resulting from direct marketing activity.  A voluntary approach like this allows the maximum opportunity to develop ways of increasing   recycling and reducing waste, which is our collective goal”, she said.
Stephen Stynes, Chairman of the IDMA said: “Direct Marketing is a powerful medium and it gets results.  Customers appreciate meaningful, relevant mail, particularly when it offers them special rates.  The challenge is to grow the business responsibly, to continue to thrive and to contribute to the economy, whilst lessening our impact on the environment. 

“IDMA members and our mail partners at An Post believe that today’s initiative is a blueprint for eco-friendly business practice.  I encourage our members to implement these guidelines and to play their part in reducing our carbon footprint.”

Liam Sheehan, Director of Sales & Marketing, An Post concluded, “We recognise sustainability as a core business objective, and this partnership with the IDMA is a marketplace initiative which can help businesses to manage their costs and their carbon footprint when communicating directly with customers.

“Sustainability through environmental best practise, and profitable activity which meets customer needs are the goals in mind within the ‘Six Steps’ guidelines. An Post will continue to work with business to manage and develop Direct Mail and to deliver a real impact on direct marketing’s environmental footprint”.
The guidebook will be supported by a comprehensive direct mailing campaign to all IDMA members and those involved in the direct marketing industry.  Further detailed information and a supplier directory for the Irish direct marketing community is also available from the website, (new window)