At SOLO we have recognised that long gone are the days when huge blanket mailings won new customers for our clients based on numbers alone. Today, if the mailing piece isn't attractive, cleverly personalised and useful then it will be perceived as junk mail.

Buyers are smarter these days and they're inundated with marketing clutter. Temptation isn't enough. Yes, we have to make the mailing piece lovely (interesting) to look at but it's not just about how we tempt customers to open a letter or a package; it's about how we as marketers can deliver ongoing information to our customers that "enriches" them. Our ultimate goal has to be to help customers do their jobs better, or to lead improved lives.

The future of direct marketing is not just about tempting our customers or convincing them to buy more; it's about communicating a message that says, "Regardless of whether you buy from us or not, you need this information..." Smart marketers are doing this today via direct mail.

There will always be a place for direct mail in the years to come, but the mailing piece without highly relevant personalisation and without valuable content will be immediately destined for the bin. Those brands that take the high road will find the kind of profitable customer relationships that drive business success.

If you would like to find out how SOLO can help you and your company achieve these goals with sophisticated design and highly personalised digital print then please call Sue Owen on 0118 941 0101. SOLO Mailing Services has announced that it will be spending 2008 working towards the award of ISO 14001 which will sit alongside the ISO 9001 accreditation which it has already achieved. SOLO's MD Sue Owen said that stage one is scheduled to be completed by the summer. ISO 14001 is the internationally recognised environmental management system standard and the preferred choice for organisations looking to demonstrate their environmental credentials.

At the forefront of SOLO's environmental waste management efforts is their commitment to encouraging clients to think carefully about their Direct Mail activities and in particular about managing their data to minimize waste. SOLO is also aiming to secure a 25 per cent reduction in the amount of non-recyclable waste the company produces during the year. SOLO's plan is to meet environmental goals and help sustain resources for future generations.

SOLO says that its commitment to the environment is reflected in its work with David Bellamy's Tree Appeal organization and aims to continue to plant trees with every mailing they carry out on their clients' behalf.

SOLO Mailing Services are one of the major prize-winners in the International Green Apple Awards 2007 for Environmental Best Practice.

They have been given the National Gold Award in recognition of their "Mail Smaller; Mail Smarter" project.

The trophy was presented by top botanist and TV personality Professor David Bellamy, OBE at The House of Commons.

The trophies are awarded annually in recognition of organisations carrying out projects that benefit the environment.

The judges commented; "Mailing houses are generally viewed as unnecessary users of excess paper, but SOLO help their customers target more accurately and create less waste, they also have trees planted by Tree Appeal to help customers offset the paper they use."

The award-winning project will be featured in "The Green Book" and the organisation will also be presented with a prestigious Green Heroes Shield in spring next year, during a special prizegiving ceremony.

The Green Apple Awards campaign is run by The Green Organisation, an independent, non-political, non-profit organisation that recognises, rewards and promotes environmental best practice around the world.

Their supporters include the Environment Agency, the Chartered Institution of Waste Management, the Chartered Institute of Environmental Health and various other professional bodies.

National Organiser Roger Wolens commented: "We had around 750 nominations this year and presented about 80 awards, so SOLO did particularly well to triumph against some very strong competition."
SOLO has been certified as meeting the quality benchmarks of the ISO 9001:2000 standard, for the sixth year running.

The re-accreditation involved external validation by QC Systems on the quality of SOLO's procedures measured against the worldwide recognised ISO standard. The re-accreditation will be a great confidence boost for customers, staff, partners and suppliers.

From a company perspective it has helped management achieve additional clarity of performance of operations and is closely linked to SOLO's strategic objectives.

"Adopting a standardised set of procedures for the accurate and on time delivery of Mailing and Fulfilment Services enables repeatable, measurable and continuous improvement of our business" comments Managing Director, Sue Owen. "This is the 6th year that we have been accredited for ongoing quality; this is a fantastic achievement and the whole SOLO team can feel justly proud that their hard work and commitment to doing a great job has been recognised".

SOLO is currently also working towards ISO 14001 2004 which relates specifically to their environmental management system.