How much does going green matter to the people who buy your products and services? If your customers are like most today, the answer is very important. Going green matters to buyers, especially younger customers.
In fact, if given a choice, they’ll choose green over non-sustainable alternatives. A recent study of 10,000 consumers across 17 countries found that nearly 30% always choose sustainable alternatives when available. Millennial purchasers in particular value sustainability, making the “always” purchase 33% of the time.
When it comes to sustainable direct mail, you need to make a case that you are planet-friendly.
Challenge: Sustainable direct mail has been targeted by environmental professionals
And that messaging can be an uphill battle. Environmentalists criticize direct mail for using 100 million trees annually and contributing to waste, with 60% of it ending up in landfills, according to the EPA.
But there is some good Green news: Predictive analytics
Postal retargeting rooted in predictive analytics is a game changer. Predictive analytics is an advanced system of analyzing customer behavior that can work in conjunction with digital marketing channels to find prospects who have shown buying intent, and are ready to listen (and even ready to buy).
For example, someone who is ready to purchase a product or service will search online, find a company that offers what they are looking for and begin to click through. LS Direct can capture that information and analyze the visit (or visits) for high intent of purchase.
Say the visitor doesn’t buy at that time. Using the data from their site visit, we can often identify their postal address and, through predictive analytics, pinpoint high-intent prospects to retarget those most likely to convert.
With an automated campaign, you can routinely engage and market to high-intent prospects with offers to drive them to reengage and transact with your company.
You are sending direct mail pieces only to highly targeted prospective customers who have shown interest or intent — or at the very least are in a pool of prospects very likely to show interest. High-intent, targeted direct mail pieces are relevant to the prospective buyer They are welcome offers on products prospective clients want to know more about.
That means less waste … which serves your customers, your business, and the planet.
With the right messaging, going green in direct mail can be something that engages your customers while serving your bottom line.
The messaging can include labels highlighting safe, green sourcing throughout the supply chain, including handling and printing of direct mail.
At LS Direct, we make the case for you:
- 100% post-consumer recycled paper is our standard offering. The vast majority of our customers choose 100% — paper that would have ended up in a landfill but is getting used again.
- We have an eco-friendly, environmentally conscious, green print facility in Albany, NY. This includes the rigorous Forest Stewardship Council (FSC) Chain-of-Custody Certification.
Your sustainable direct mail pieces target the right audience, reduce waste, and boost effectiveness. They are produced using eco-friendly methods, which you can showcase to prospects and customers, driving sales.
