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Why? Well, what makes you feel more appreciated and wanted - a social media image sent to the masses or a personalised piece of beautifully printed marketing that talks directly to you?
I know how most people will answer!
So, despite the rise of email and social media, direct mail remains a highly effective marketing tool. In fact, a study by the Data & Marketing Association (DMA) found that:
"Direct mail has a response rate of 4.4%, compared to just 0.12% for email."
Obviously, that's a significant difference—and it shows that physical mail still has a powerful impact on consumers.
But here's the key question:
The answer lies in sustainability. As consumers become more eco-conscious, brands that align themselves with environmentally friendly practices are resonating more with their audiences.
Sustainable direct mail campaigns are not only good for the planet but can also positively impact response rates and customer loyalty.
Before diving into how sustainability can improve your direct mail campaigns, let's quickly revisit why direct mail is so effective. People engage with physical mail differently than they do with digital ads or emails.
Research shows that direct mail is often seen as more personal, and recipients tend to spend more time reading physical mail than scanning emails or online content.
Here are some quick stats:
- The DMA reports that direct mail campaigns typically see response rates between 4-9% depending on the audience, far exceeding most digital channels.
- 75% of consumers can recall a brand after receiving direct mail, compared to only 44% for digital ads.
Now, imagine combining these solid response rates with an approach that resonates with consumers' growing concern for the environment. That's what the remainder of this blog is all about.
With sustainability top of mind for many people today, incorporating eco-friendly practices and credentials into your direct mail campaigns can provide a significant competitive advantage.
Consumers are more likely to trust and engage with brands that demonstrate they care about the planet. In fact, a study by IBM found that 77% of consumers say sustainability is important to them, and 57% are willing to change their purchasing habits to help reduce environmental impact.
When your business goes the extra mile by showcasing your commitment to sustainability through direct mail campaigns, the response can be even stronger.
Including subtle sustainable logos—such as the World Land Trust, Greener Mail, or Love Paper on your mail pieces signals to your audience that your brand is part of the solution, not the problem.
So, how does sustainability improve the success of direct mail campaigns? Here are a few strategies that connect with eco-conscious consumers:
Featuring trusted eco-certifications like the World Land Trust, Greener Mail, and Love Paper on your direct mail conveys that your brand is taking steps to reduce its environmental impact.
These logos are more than just symbols; they represent your commitment to a sustainable future. When consumers see these, they recognise your brand as one that shares their values, making them more likely to engage with your message.
Consider: You're looking to sell your house and receive two mailers from local estate agents. Their fees are comparable, and service offerings seem indifferent, yet one shows they care about sustainability, and the other doesn't. Which are you going to favour? This is the whole point - a subtle change can be the thing that sways someone to your business instead of your competitors.
Your ideal customers want to know what actions you are taking to make a difference. Use your direct mail piece to explain how your business is working to be greener—whether through carbon-balanced printing, sustainable materials, or ethical sourcing. A genuine narrative around sustainability can create a deeper connection with your audience.
A tangible way to demonstrate your brand's commitment to sustainability is by showcasing the environmental impact of your direct mail campaign.
For example, at Greener Mail, we provide a certificate after each campaign detailing how many kilograms of CO2 you have balanced and how many square meters of endangered tropical habitats have been protected and restored. This not only adds credibility but gives your audience a clear picture of the positive contribution your business is making.
Opt for materials that have less of an environmental impact, such as carbon-balanced paper. Research shows that consumers respond positively to mail that is eco-friendly and helps reduce waste.
A growing number of your potential clients are basing their purchasing decisions on sustainability. By incorporating eco-friendly practices into your direct mail campaigns, you're meeting a demand for greener, more responsible marketing. The key is not just to do sustainable marketing but to clearly communicate it.
Consider these stats:
- According to Two Sides, 78% of consumers feel better about a company when they know its products are made using sustainable practices.
- 63% of consumers said they would be more likely to respond to a direct mail piece if it included details about the company's sustainability efforts (DMA).
These figures clearly suggest that when brands incorporate sustainability into their direct mail campaigns, they can achieve better response rates, more positive brand perception, and even increase customer loyalty.
At Greener Mail, we help businesses make an instant impact both for the planet and your business. As a World Land Trust Carbon Balanced Printer, every piece of mail you send with us balances the CO2 emissions associated with its production.
That means every flyer, postcard, or letter reaches your target audience and contributes to protecting endangered habitats. Surely, this is a no-brainer, win-win!
After each campaign, we send you a certificate that details exactly how many kilograms of CO2 you've balanced and how many square metres of tropical habitat you've helped to protect and restore. This is more than just a document—it's a tangible message you can share with your audience on your website, socials, and wherever else you see fit.
If you've read to this point, I'm pretty sure you're looking to enhance your direct mail campaigns with a sustainable approach. Greener Mail provides all the tools you need to create high-impact, eco-friendly direct mail that resonates with your audience.
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