Best Direct Mail Campaigns: Spotlight on Sustainability
by
Stephanie Donelson
Spring has sprung and with Earth Day right around the corner we’ve got one topic on our minds: sustainability.
We put the spotlight on sustainable direct mail year-round here at Lob by sending carbon neutral direct mail, and this month we wanted to highlight some brands that are sending fantastic direct mail campaigns that have a focus on sustainability.
Today we want to take a closer look at some pieces from our best direct mail campaigns collection that highlight the brands’ commitment to sustainable marketing practices.
This postcard from Cuyana is an excellent example of a brand that builds sustainability into everything it does. From materials to marketing, Cuyana knows a thing or two about recycling. But there are a few other elements working well on this piece of mail.
FSC-Certified: The postcard has the stamp of approval from the Forest Stewardship Council (FSC) that lets recipients know that this postcard was made with 100% recycled paper.
Colors: The postcard features earthy, neutral colors to showcase signature pieces that can be mixed and matched with other items in the consumers’ wardrobe.
Clear pricing: The brand includes pricing on the mailer so consumers can easily determine if they want to shop online or not.
Messaging: The messaging is simple and the copy is minimal. Consumers should discover Cuyana’s collection of sustainable bags and receiving free shipping when they spend $95 online.
This berry-good piece of direct mail from Daily Harvest not only puts an emphasis on bright colors and flavors, but also on sustainability. Let’s see what’s working for this customer acquisition piece.
Sustainability: Not only is this mailer FSC-Certified like Cuyana’s mail, it also works sustainability into its messaging. “Daily Harvest delivers chef-crafted food built on sustainably-sourced fruits + vegetables. Our recipes are delicious, easy to prep, and as good for the planet as they are for you.”
Offer: The offer is easy to understand and easy to act on. Take up to $40 off your first box either by entering a code at checkout or scanning the QR code. The offer is also prominently displayed on both sides of the postcard.
Colors: Unlike the muted colors on the Cuyana example, the colors here are vibrant and attention grabbing and match the branding. These smoothies are full of color and full of flavor.
This customer retention direct mail campaign from J. Jill have several elements working in its favor. Let’s take a closer look:
Certified sustainable: Like the other examples, this one features a stamp of approval in its use of certified sustainable sourcing from the Sustainable Forestry Initiative. There’s even messaging for the consumers to please recycle this mailer when they’re done with it.
Colors: J. Jill is featuring springtime colors, like yellow and purple, to evoke warm feelings and encouraging customers to add a pop of new color to their closets. It’s even stated with its messaging: Color your day.
Offer: J. Jill is offering returning customers $20 off when they spend $80 or more.
Design: The design on this piece makes it super easy to scan as it’s ordered the text and images in the Z-shape layout, following the natural path our eyes take in reading left to right.
This blog provides general information and discussion about direct mail marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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