Get to know the demographics: Green recipients
Deliver Magazine recently released a free demographics guide that highlights the most important demographics to focus on in future campaigns and how to grab their attention. According to the guide, one of the most powerful groups to market toward are "green" households, especially mothers who are interested in the environment. Not only do 37 percent of green moms report trying new products regularly, more than 50 percent often or always use coupons to save money.
"There are numerous eco-friendly ways to send direct mail - marketers need to be more careful when selecting paper stock, envelopes and their mailing frequency to help improve ROI and to avoid waste," Deliver Magazine reported. "But just don’t do it for the sake of 'going green,' as consumers will see right through a half-hearted, poorly executed effort."
The guide reported that while 25 percent of consumers tell other people not to buy products because of a company's lack of environmental practices, half of all U.S. consumers will pay more for products for social and environmental benefits.
Experts suggest appealing toward this eco-friendly demographic by offering discounts or coupons, using environmentally friendly print materials such as ink, and practicing "impeccable list hygiene," which can be achieved using address verification software to reduce the number of mistakes and inaccurate addresses.