When you think about personalization, do you think about lower cost per lead, higher per order values, and increased ROI? You should. But you should also get excited about how personalized printing helps you go green.
Here are three reasons why:
1. Targeting means you send out fewer pieces of mail—saving trees, chemicals, and fossil fuels.
2. A cleaner database means that your recipients deliver fewer pieces right to the trash can.
3. Digital production has many green benefits, including no plates, no chemicals, and no spray powders.
Say you are a small college printing four-color catalogs to mail to prospective students. Each catalog is 252 pages, covering the full range of disciplines and activities. As a result, only 25% of the material is relevant to the prospective student. Now, instead of printing 252 pages, you print 64 pages of material relevant to each student. Not only does this increase the effectiveness of each booklet, but you’ve just reduced your consumption of paper, ink, and chemicals by 75%.
As another example, in a static mail campaign, you might send out 15,000 postcards to a generic list. With personalized mail, you are likely to select only a percentage of that list. This might be the top 10% of your customers, customers who are most likely to purchase certain products or customers who, based on defined triggers (such as an expiring auto lease), are most likely to be in the market for a new purchase. Now, instead of mailing 15,000 pieces, you might mail only 1,500. Not only are these offers more targeted and relevant, but you’ve just reduced your printing and mailing volume by 90%, a huge slash in your carbon footprint.
It pays to be green. Not only should you consider green alternatives because it’s the right thing to do, but also because it’s good business. Consumers want to do business with companies that are good stewards of the environment.
So double marketing dip—personalize it!