Industry News
Posted on 13/12/2007
Marketers should clean data to be greener
More marketers should invest in data quality technologies when carrying out direct mail campaigns so they can be more environmentally friendly, leaders in the marketing field have said.
According to industry experts, marketers are increasingly bowing to the pressure exerted by environmentalists who bemoan the industry's impact on the environment.
The wider public backlash against the industry is also forcing marketers to change their ways, as consumers now expect companies to adopt greener professional practices.
The Direct Marketing Association has called on businesses to adopt data quality and suppression systems to "minimise defective addresses, duplicate addresses, unwanted mail and undeliverable mail".
Jeff Zabin, research fellow at IT market research firm Aberdeen Group, said: "The fact is, today's green-conscious consumers expect the companies they patronise (and even ones they don't) to engage in some semblance of environmental stewardship.
"When marketers…mercilessly clog mailboxes with irrelevant and duplicate solicitations, what kind of message are consumers getting?"
© Adfero Ltd
Posted on 13/12/2007
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