Royal Mail signs advertisers to green DM service

Standard Life and Lloyds Banking Group’s Black Horse Personal Finance brand have signed up as the first advertisers to use Royal Mail’s new environmentally friendly direct mail service, Sustainable Mail.

The direct mail campaigns will launch in May, with more advertisers expected to join the new service imminently.

Sustainable Mail was created to increase the use of environmentally-friendly materials in companies’ mailings, while reducing the amount of mail in the waste stream.

It was launched to support the introduction of PAS 2020, the environmental BSI standard for direct marketing developed by the DM industry and supported by Royal Mail.

In the future, Royal Mail says it will look at how it will be able to adapt Sustainable Mail for other applications of mail.

Paul Twiggs, Black Horse Personal Finance’s head of marketing and sales development, says: “Direct mail is an integral part of our marketing strategy and Sustainable Mail helped us to improve on the strides we had already taken to make our campaigns even more environmentally friendly.”