Award Winning Direct Mail for Exodus Adventure Travels

The Challenge

Exodus Adventure Travels faced two primary goals:

Reduce Environmental Impact: Align their direct mail campaigns with their commitment to sustainability by cutting emissions and improving efficiency.

Boost Acquisition Rates: Improve the performance of their seasonal mailer to drive new customer engagement.

The Solution

Webmart utilised its innovative EcoMetrics approach to craft a sustainable and results-driven campaign:

1. Calculate

• Every campaign element—ink, paper, printing, and finishing—was meticulously analysed to determine its carbon footprint.

• All estimates included both a standard price and a carbon-neutral price, ensuring transparency for informed decision-making.

2. Mitigate

• Data cleansing improved targeting accuracy, reducing mail volumes while increasing relevance to a responsive audience.

• The mailer was redesigned from a 6pp A5 leaflet in an envelope to a Maltese cross format, reducing paper use without compromising impact.

3. Offset

• Carbon emissions were offset using Enviromail, Webmart’s climate-positive mailing solution. This also raised awareness among recipients through the PPI logo.

4. Communicate

• Detailed reports enabled Exodus to include results in their greenhouse gas protocol measurements, reinforcing their ESG commitments and communicating their environmental achievements to stakeholders.