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In the UK, it’s going to get trickier to produce direct mail
A few months ago, the Royal Mail in the UK released new environmental guidelines. At the moment they are only guidelines. However, if you want to benefit from the some of the discounts that the organization offers, in the future you may have to adhere to these.
Here are some of the guidelines (and some may surprise you):
- HP Indigo Electroinks should not be used
- Flexo and aqueous inkjet technology should not be used
- Most film wraps are discouraged
- Large foiled areas
- Lamination and several types of varnish
- A number types of adhesive
These guidelines are all part of Royal Mail’s plan to become a net zero business. You can find out more about them here: https://printbusiness.co.uk/royal-mail-rules-against-digital-printing/
It doesn’t matter what type of printing company you are: this affects you
It doesn’t matter if you don’t produce mailed items. It doesn’t matter if you aren’t based in the UK. And it doesn’t matter whether you agree with them or not. The guidelines produced by Royal Mail are typical of the demands that are going to be made by all types of customers in the very near future.
Are you developing into a sustainable business?
If you are not, it’s time to start. You’ll have to get moving quickly. Otherwise you may start losing customers quickly.
What do you do to get the right message across to your customers?
Read my book How To Stop Print Buyers Choosing On Price: it teaches you how to develop a sales message based on what a customer wants
PS Find out more ideas on how to engage with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now at http://profitableprintrelationships.com/e-book/ You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.
