Greener Direct Mail?

Greener direct mail? Is that an oxymoron? Of course not! You probably know that direct mail remains one of the most effective marketing strategies around and one of the most sustainable.

This blog backs up your thoughts on the enormous benefits of sustainable direct mail - both from a response rate perspective and a greener perspective.

We will also share how Greener Mail makes it possible for you to make an instant positive impact on our environment - doing so much more than planting a few trees (which incidentally take a good 20 years before they actually have a positive impact!).

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Direct Mail is soooo Effective

With the rise in online marketing, some marketers and business owners overlook direct mail, be it solely or part of a marketing mix. So let's see what your competitors may be missing out on:

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62% "The proportion of UK consumers that are more likely to open a physical letter than an email". MarketReach

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88% "of Gen Z respondents would prefer brand experiences which are delivered by blending digital and physical channels." YouGov

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90% "of campaigns that included door drops saw an increase in new customers, compared to 59% of those without ." MarketReach

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96% "In Q2 of 2019...consumers engaged with 91% of all Direct Mail. By Q2 2020, this figure had soared to 96%." JICMAIL

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Who would want to miss out on direct mail with stats like these?!

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Going Green is Good for Growth

Now, what happens when you don't do ordinary direct mail but greener, sustainable, environmentally friendly carbon-balanced mail?

Well, here are some stats on the consumer's growing trend of choosing companies shown to care about our environment over those who don't:

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20% "Companies...integrating social impact into their business were able to enhance sales by as much as 20%." Inc

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55% "55% of young people in the UK say they would be more loyal to a brand that was reducing its carbon footprint." Carbon Trust

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60% "Over 60% of consumers expect brands to have clear sustainability practices." TwoSides

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66% "66% of global consumers say they're willing to pay more for sustainable brands." Nielsen

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If you consider it from the other side, your competitors not adopting greener marketing now could soon be in serious trouble.

Nikki Lavoie, EVP of Global Experience Strategy at Savanta, states,

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"Let's see what Generation Alpha does when they've got their spending power. If you are not playing the sustainability game, pretty soon you're not even going to be in the running."

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That's heavy! But don't worry - you're on this page because you do care. Greener Mail gives you the power to demonstrate how much you care and to make an instant positive impact.

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But wait, is Direct Mail Environmentally Friendly?

Well, there sure are some myths here! Many people presume that online marketing is more sustainable than print-based marketing. So, let's look at the stats:

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"...total emissions generated by emails is estimated to be 300 million tonnes of CO2 a year - equivalent to the annual emissions of 63 million cars."

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Moreover...

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"The share of digital technologies in global greenhouse gas emissions has increased by half since 2013."

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And worse...

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"The electronic waste problem is also colossal and growing. In 2019 the industry was responsible for a gigantic 53.6 million metric tonnes (Mt) of e-waste across the world. That's the equivalent to the weight of 350 cruise ships, and up an alarming 21% over the past five years." - Two Sides

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Conversely, what about paper-based marketing:

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"Paper is based on wood, a natural and renewable material. Paper is one of the most recycled products in the world and epitomises the circular economy model of make, use, recycle and reuse." - Two Sides

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"In 2020, a total of 56 million tonnes of paper was collected and recycled in Europe – a recycling rate of 74%. This is approaching the estimated practical maximum of 78%. For paper packaging, the recycling rate is even higher, with 83% of paper and cardboard packaging being recycled in Europe. Paper is the most recycled packaging material." - Two Sides

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"Paper ensures healthy growing forests, with an indispensable role in climate and biodiversity protection." - Two Sides

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"The print and paper industry is one of the lowest industrial greenhouse gas emitters in Europe, accounting for just 0.8% of emissions. This is low compared to non-metallic mineral products industries (5.6%) and basic metal industries (4.8%)." - Two Sides

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This list could go on and on. And we haven't even mentioned the positive impacts of forests. But you get the picture -paper is a real positive!

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ROI Smashing Direct Mail Strategies

So now you have absolute certainty that you made the right choice opting for direct mail as a greener marketing channel. The next step is to look at ROI-smashing direct mail strategies. Here are our top three:

1. Reach the right people using targeted data
2. Send the right message with compelling and actionable artwork
3. Go to them consistently - drip effect marketing

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So, let's break these down briefly:

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1 - Reach the right people using targeted data

Identifying who is most likely to buy from you (your target demographics) is the starting point in all marketing. Consider location, age, interests, affluence, and so much more. With this, we source you the specific GDPR-compliant data, which enables you to reach these ideal people.

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2 - Send the right message with compelling and actionable artwork

Once you know who you are targeting, use that ammo to send them what they want to receive. For example, suppose your business is a letting agency with a target audience of local Landlords & Investors. In that case, the design and copy should identify their needs and propose you as the solution (needs may be annoying tenants, poor communication from existing agents, unpaid rent, etc.).

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3 - Go to them consistently - drip effect marketing

So, you've found the right people and sent a compelling message. Job done, right? Wrong! How many times do you respond to something on first view? Probably not often! All the most successful companies know this, so they utilise the drip effect marketing strategy whereby you drip-feed your message to your audience consistently (maybe monthly). Your competitors often opt for the one-hit-wonder pot-luck approach, so drip effect marketing will help you stride ahead.

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Putting Everything into Action

At Greener Mail, we're leading the charge with carbon-balanced printing. That means every piece of mail we produce is offset by supporting conservation efforts through our partnership with World Land Trust. 

You even receive certificates that calculate and reveal the amount of CO2 you've balanced (offset) and how many m2 of threatened tropical habitat you have protected and restored.

The complete package includes bespoke data, design, carbon-balanced print (even the envelopes!), fulfilment, and discounted postage. 

With millions running through our Mailing House each year, we can provide bespoke direct mail at the lowest possible postage prices. 

No challenge is too big or too small. Whether you want a simple postcard or an out-of-the-box three-dimensional masterpiece, just ask!

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Let's show the world how it's done and create a sustainable revolution together!

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