I love when I hear about marketing campaigns that have a double benefit — they are more effective than traditional campaigns and they are greener, too. How does this happen?
Typically, it happens because marketers make smarter use of their databases. They select out a portion of their customer databases and create more customized or even fully personalized campaigns that, when done right, are more effective than static campaigns. I’ve written up case studies showing ROIs of 10:1, 80:1, even 1200:1.
From an environmental perspective, these campaigns are fabulous because by using only a portion of the database, they are slashing your carbon footprint, too. If you send to 20% of your database, you just reduced your environmental impact by 80%. At the same time, you are actually getting a better return.
Take the example of Club ABC Tours.