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


Balance Sheet

Give analysts insight

Marketing Week

They think of it only in simplistic terms/ communications and ad campaigns. They know growth drives shareholder value, but they more naturally default to the primary drivers of their discipline – cutting costs and executing M&A deals – as that’s where quick short-term impact can be felt.

Multichannel retail brands have the edge

Marketing Week

@ Your analysis urging retailers to bring all sales channels under one umbrella (MW January 28) really rang true. The need for retailers to plug the gaps in their multichannel strategies is something that we as an agency have been passionately advocating for some years now.


Two-way conversation with critics is best brand defence

Marketing Week

Brands have to stop using tactical corporate methods to silence their customers. Toyota’s president and chief operating officer Jim Lentz sits in front of an autocue, reading a scripted apology for the recall of 1.8 million vehicles because of faulty pedals. The set-up seems desperate and an attempt to save the brand from global humiliation.


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