How Nisbets Achieved Carbon Neutral Direct Mail

The Challenge

Nisbets wanted to prioritise sustainability in their mail campaigns but needed guidance on how to balance eco-friendly practices with the high-quality look and feel their customers expect.

Webmart stepped in to review their campaign formats and specifications, uncovering practical changes that could significantly lower their carbon footprint without compromising their branding.

The Solution

We applied Webmart’s four-step sustainability process—Calculate, Mitigate, Offset, Communicate—to transform Nisbets’ direct mail campaigns:

1. Calculate:
Using Webmart’s print carbon calculator, we discovered that the paperwrap used in Nisbets’ campaigns was a major contributor to the size of their carbon footprint.

2. Mitigate:
In consultation with Nisbets, we removed the paperwrap and transitioned to a “naked” brochure format. We also ensured all materials used were FSC-certified to meet sustainable sourcing standards.

3. Offset:
To further minimise the impact, two-thirds of the campaign were mailed using Webmart’s climate positive postage solution, Enviromail. The remaining footprint from print, production, and mailing was offset through accredited global climate schemes, making the entire campaign carbon neutral.

4. Communicate:
To highlight their sustainability efforts, Nisbets included Webmart’s climate positive Enviromail indicia, carbon neutral certified logo, and recycling logo on their mailer artwork.