Our 11 years of delivering digital communications has proven invaluable for effectively communicating during these uncertain times. Utilising tried and tested techniques, we’re sharing 5 key take-outs from more than 250,000 online activities taken by residents between April & June this year;
- A direct, personalised channel to residents – relating to home and community
- Frequency of communications – the world is changing rapidly so regular updates are vital
- Engaging activities – that interest and encourage residents to return and interact
- Recognition and reward – motivating positive action to create sustained behaviour change
- Trusted and impartial source of information – built through regular valued content
1. A direct, personalised channel to residents
If used tactically, digital communications are highly accessible and can be targeted to a broad range of demographics with specific messaging. Digital communications need to be measured and monitored to ensure messages are received, understood and are having the desired impact.
Email marketing is sometimes undervalued, but it’s still very relevant and likely will be for many years to come, providing a direct line to influence actions. In general, consumers have gotten to the point that they all but ignore or consider most social media as advertising. Emails, however, are more personal and land in the recipient’s inbox. Use of tactical emails makes a huge difference to overall open rates. Triggered, or highly targeted email campaigns can automate a user journey to far greater effect than a newsletter.
87% of people engaging through a digital channel agree that it increases their environmental awareness
(Source: Greenredeem 2020 Member Satisfaction Survey)
2. Frequency of communications
To sustain positive habits, frequency of contact is key to effective communication. Previously good recycling habits have become unintentionally undone and need to be re-established. This can only be achieved through regular, engaging campaigns, sustained over time, which promote positive change; such as providing hints, tips and a call to action.
Everyone needs nudging, people won’t be checking websites daily. Targeted, direct messages need to be regularly received and understood in order to be acted upon in a positive manner.
3. Engaging activities
By nudging residents to take action through interactive and engaging content, sustained behaviour change is achieved. This does not happen overnight, through a one-off campaign or simply telling residents what to do.
We communicate weekly with residents and from April to June they took 250,000 digital campaign activities.
Our most popular activities were:
- Be food shop savvy
- Love your leftovers
Top 3 blogs:
- 15 tips to cut the climate impact of your food and make it go further
- 15 eco-friendly maintenance jobs to tackle while you’re at home
- Imagine a future free of plastic waste
4. Recognition & reward
Motivating residents to take action rather than just providing information will create sustained behaviour change. We digitally contact and prompt people every week to consider their everyday actions, rewarding positive environmental changes and increased levels of engagement.
Reward means different things to different people, some are motivated by personal reward, others enjoy being part of a community; receiving information and thanks and some want to donate to good causes.
5. Trusted and impartial source of information
Residents turn to trusted, impartial sources of information through uncertain times. Through regular interactions with residents we build a relationship with them. Making residents feel part of a community and building trust is key to helping them make positive changes to reduce their waste and increase recycling.
90% of people would recommend a trusted communications channel to friends & family
(Source: Greenredeem 2020 Member Satisfaction Survey).