Accurate data will make DM appear green
The demand by MPs for action on the environment from direct marketers (MW 28 January) highlights important challenges the industry is facing.
Recent Experian QAS research found that 72% of organisations are trying to be more green and 55% segment and profile their data to ensure customers are being targeted effectively.
However, only 34% of respondents suppress all contacts in their database that have passed away or moved house before mailing. Sending communications to those people is both environmentally unfriendly and wasteful in terms of money and resources – not to mention insensitive in many cases.
Organisations looking to improve their green credentials can learn a lot from those that hold accurate and up-to-date contact data. Those that do, are not only able to reduce their carbon footprint, but also appear relevant to their customers.
Adam Field, head of social media, Media Contacts
