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Consumer targeting key to green take-up, says EST chief

UK homeowners are being sent inappropriately targeted marketing information across different industries every DAY, according to exclusive research from the Energy Saving Trust.

A third are receiving junk mail, cold calls, spam emails or calls from salesmen daily, while 80 per cent are receiving this information at least once a week.

Energy Saving can enable more accurate consumer targeting from companies offering green measures – particularly those in the heating sector.

This advice comes a month after the Office of Fair Trading wrote to over 50 of the leading double glazing, insulation and solar panel companies, asking them to ensure they are providing consistently good standards to consumers as part of a drive to raise compliance standards across the energy efficiency sector.

This follows the launch of Green Deal.

Energy Saving Trust  chief executive Philip Sellwood said: “There is clearly a market out there for green measures like heating, but the key to selling them effectively is targeting, targeting, targeting.

“Catching homeowners at the right time with the right energy efficiency measure for their home has always been crucial for businesses, and will continue to be the case under Green Deal. This will not only build consumer trust through sending information relevant to them, but also save businesses money through more efficient marketing.”

The IPSOS Mori survey of more than 2,000 UK adult householders, conducted between 28 September and 2 October 2012, found there is high demand for energy efficiency measures, despite one in five homeowners being confused about what to buy. Those consumers are increasingly turning to trusted organisations like the Energy Saving Trust to look for a ‘stamp of approval’ before installing these measures.

The survey found 38 per cent of UK households are interested in fitting an energy efficient boiler to their home. Further findings from the IPSOS Mori poll revealed that when it comes to energy efficiency advice half of people had been approached by phone, 37 per cent through direct mail, 36 per cent through a salesman calling and 16 per cent through email.

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