In a blog by the Canadian Marketing Association, the poster considers the impact that direct marketing has on the environment. By focusing on customer data, he says that companies can dramatically change the environmental impact of their direct mail initiatives.

Specifically,

1. By building a complete view of the customer (linking disparate databases), companies can reduce duplicate mailings and control the flow of communication to their customers.

2. Using analysis techniques such as predictive modelling and segmentation, communications can be targeted maximizing the impact of every piece of mail. This can ensure that only those most likely to respond will receive a piece of direct mail.

3. By cleaning up databases, and fixing addresses, undeliverable mail can be reduced.

4. By enabling opt-outs and specification of contact preferences, companies ensure that those who do not want to receive mail do not get it.

For the full article, refer to the blog here.

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