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Tánaiste and Minister for Enterprise, Trade
& Employment, Ms. Mary Coughlan TD has launched -
‘Six Steps to Reduce your Mailings’ Carbon Footprint’
- direct mail guidelines, which have been 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 the 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 practice, 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.”
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 offers. 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, Sales & Marketing Director, An Post, said
- “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 practice 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 direct mail campaign
to all IDMA members and those involved in the direct marketing
industry.
For further detailed information and a supplier directory
for the Irish marketing community - Click
Here
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