TNT launches ‘attitudes to green issues’ mailing tool

TNT Post has developed an environmental-based segmentation product that can allow marketers to target potential customers according to their attitudes to “green” issues.

The product is offered by the TNT Post’s new dataMatters data cleansing service and uses Green Segments, Experian’s new attitudinal classification.

Green Segments divides the UK into ten distinct groups according to attitudes to the environment. Each group can be mapped at an individual, household and postcode level.

The segmentation helps marketers find potential customers most likely to act on green issues or respond to green products and services and allows companies to create green campaigns that are more relevant and targeted.

TNT Post has developed the dataMatters portfolio to help clients improve the accuracy of data used for direct mailings so campaigns can achieve optimum ROI and audience impact.

The dataMatters portfolio also includes a data cleaning and enhancement service designed to help ensure data is complete and up-to-date with the correct contact, address, email and phone numbers of targeted individuals.

Dutch-company TNT Post began operations in August 2004 and is the second largest UK postal company behind Royal Mail.

The company recently restructured its marketing team and promoted Lieneke Happel to the newly created position of marketing and customer services director. The changes followed the departure of marketing director Simon Dolph in March to join the Chartered Management Institute.

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