Friday, July 20, 2007

Effective Data Management: The Key to Green Direct Marketing

As in all industries, there is increasing pressure to be more environmentally efficient as direct marketers. In recent news from QAS, it is reported that the Envelope Manufacturers Association, in conjunction with the Direct Marketing Association and the Magazine Publishers Association, have launched a recycling initiative. It is hoped that this initiative will "encourage companies to recycle more of their waste and to combat suggestions that the direct marketing industry is not doing enough to tackle environmental issues."

As QAS reports, this is a wonderful step in the right direction, however, they feel that by utilizing effective data management techniques even more can be done to make our industry more eco-friendly. We heartily agree with QAS!

Here's the thing: When we integrate sound data management techniques into our direct marketing strategy, "companies can ensure that they are not sending information to incorrect or out-of-date addresses, meaning that packages are not simply wasted." In addition, by utilizing analytics with sound data management practices, you can more accurately target those who are most likely to respond to you -- and really boost your direct marketing efficiency by mailing less, while increasing your response rates. All-in-all, this is a sound strategy for increasing profitability for your company, while supporting the environment at the same time. This goes right in line with our philosophy of consistently working towards building more profitable customer relationships.

So, kudos to the Envelope Manufacturing Association, the DMA and the Magazine Publishers Association for taking this first step. Now, it is incumbent on the rest of us to ensure that we are practicing sound data management techniques to take environmentally-focused direct marketing to the next level. We've written a white paper on effective data management strategies if you're interested in learning more about this important subject.

Once again, some good ideas for becoming more green! TGIF!

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