U.K.'s Imail Aims to Cut Costs, Emissions from Direct Mail

March 27, 2009 - U.K. Mail has introduced a new service that enables companies to send physical mail straight from their computers, cutting costs and greenhouse gas emissions from direct mail by about two-thirds.

Customers of the new Imail service create their direct mail campaigns using specially designed software, sending the electronic documents to the nearest U.K. Mail sort center for printing. By printing mail as close to the delivery area as possible, Imail reduces environmental impact by shortening delivery routes. Double-sided printing in bulk volumes also cuts costs by saving paper, U.K. Mail says.

The Imail program, currently available only in Britain, could help marketers cut costs by 60% and greenhouse gas emissions by as much as 80%, according to U.K. Mail.

A ForestEthics report out last August estimated that junk mail sent in the U.S. each year accounts for greenhouse gas emissions equivalent to that produced by nine million cars. In October, the U.K.'s national postal service began offering discounts to marketers whose direct mail campaigns meet specific environmental criteria.