By targeting only the best prospects with relevant content, firms can dramatically reduce the environmental impact of their direct marketing effort. Rather than blanketing a city, marketers can select only those prospects that have already expressed interest in a product or service and dramatically reduce wasted mail.
There is a significant environmental impact to limiting the paper, ink, electricity, and fuel required to create, print, and deliver millions of mail pieces. The best news is that the number of quality leads and sales generated does not need to suffer as a result of “going green.”
Variable data marketing can include everything required to conduct a sophisticated direct mail campaign that is supported by the web to build brand awareness, enter the sales cycle at the right time, and capture current sales opportunities.