SMP backs launch of Marketreach lifecycle assessment data to produce more sustainable mailings

Direct Mail Solutions

The Strategic Mailing Partnership (SMP) has welcomed Marketreach’s launch of end to end lifecycle assessment data as part of a new mailing industry campaign, aimed at empowering commercial mail users to make informed sustainability decisions when creating mailing campaigns.

To better inform and educate mailers on the sustainability potential of mail, Marketreach has launched the assessment study and a best practice guide to empower marketing teams to make informed decisions and make mail campaigns carbon smart.

The campaign is a result of an industry first study by environmental expert WSP, which has established a full carbon lifecycle assessment of mail and its contribution to a circular economy. The new research clearly demonstrates that by taking every opportunity to regenerate, reinvent, reuse, and recycle, mail can contribute significantly to a circular economy, and continue to be a most effective part of a communications marketing mix.

Marketreach’s new interactive online tool uses data from the lifecycle assessment (LCA) to provide data on the carbon footprint of each stage in the supply chain of 10 of the most commonly used commercial mail formats. It allows users to compare the average carbon emissions of formats across the life cycle of mail and compares it to everyday products to provide context for the understanding of its impact.

The campaign produced with the support of the SMP also includes a best practice guide for mailing customers to understand how every part of the supply chain comes together to input into the creation of the end to end calculations. You can find out more here: Marketreach_Using_Mail_More_Sustainably.pdf

The calculator and best practice guide provided by Marketreach is a new opportunity for the print industry to ensure that the industry and its customers comply with The Green Claims Code checklist when referencing sustainability claims made about mail. Green claims are genuine when they properly describe the impact of a product, brand, business, or service, with evidence to back it up, but misleading claims can result in consequences for businesses. Historically, each part of the supply chain has a view on its own impact, but a brand that buys a product such as a direct mail piece did not have all this information brought together in one place.

Philip Ricketts, commercial director at Marketreach, said: ‘Our focus is simple. We want to empower mail users to make informed choices and decisions, so we have developed a range of resources with the support of the print industry to help them, including a best practice guide and a new LCA tool.

‘We are proud that, through our collaboration with the SMP, we are able to develop a range of tools that will provide the industry and end brands with key insights on the environmental performance of the channel and highlight further opportunities, through the best practice guide, to help brands to improve their understanding and help make informed decisions on what actions they can take. These tools will provide the industry with a strong base framework of its own end to end sustainability position and help provide focus areas for future collaboration.’

Lucy Swanston, chair of the Strategic Mail Partnership, said: ‘We want those who use or are thinking about using commercial mail to have the information they need to continue to invest in a highly effective and creative medium. Marketreach’s campaign and its lifecycle assessment will enable mailing houses as well as their clients to make strong decisions with the numbers to back them up, knowing they are minimising their carbon impact as much as possible.

‘The SMP hopes this move by Marketreach marks a milestone for the industry, highlighting the importance of creating sustainable business practices that align with environmental goals. The life ycle assessment and best practice guide will contribute to the sustainable future of the industry by providing SMP members with a resource that will help discussions with brands when creating mail campaigns. It is a prime example of how collaboration across the supply chain on a common issue can help our industry create increased value for the users of the channel.’