Green business, green careers and job training
Solutions that build smart communities with green careers and sustainable businesses!
HOME
EDITOR'S BLOG
FEATURE ARTICLES
GET STARTED

Save on Career Education through Lorman Education

Our readers are offered a discount on Lorman seminars and courses. Check out their business, management and legal offers at this link to qualify for our discounts. They also offer green business training opportunities. Please visit http://www.lorman.com/training/CaliforniaGreenSolutions for a complete listing of courses. Register online or call Lorman at 866-352-9539.
Home > By DEPARTMENTS > Sales and Marketing > Green Marketing

Customer Data Management Can Green Your Marketing

Green Marketing: Leveraging Customer Data to Reduce Environmental Waste.

Find green business solutions
printing paper

Direct Mail and Customer Data Management

Each year, more than 100 million trees are destroyed, three million cars’ worth of energy is consumed and reprehensible-by-any-measure amounts of greenhouse gas is emitted into the atmosphere—all in the name of producing, distributing and disposing of direct mail solicitations.

Retailers are starting to turn their attention to the problem. In particular, they’re considering the important role of customer data management.

Duplicate catalogs being delivered to customers and address errors resulting in returned catalogs are key contributors to what is commonly known as marketing waste.

Database Marketing Practices and Technologies

Database marketing practices and technologies, including a real-time customer data integration solution can help eliminate duplicate and returned catalogs.

Best Buy is beefing up its customer data capabilities, and in the process steadily reducing the volume of unwanted direct mail it produces and distributes to the 130 million customers in its database. Over time, the company’s direct mail communications are becoming increasingly personalized, based on customers’ past purchase behaviors, their geo-demographic and psychographic characteristics, and their value to the brand.

The intention of "green marketing" is to be able to offer up only content that marketers know is going to resonate with each specific consumer. A lot of list cleansing using persistent key processes help ensure that marketers make customer data as accurate as possible.

Direct Marketing Association’s "Green 15" Environmental Best Practices

"Green 15" includes a set of "environmental action steps" the DMA is encouraging marketers to take "to minimize defective addresses, duplicate addresses, unwanted mail and undeliverable mail".

These steps include:

  • Merge/purge thoroughly by matching against outside lists, house lists and suppression files.
  • Ensure accuracy of all incoming names by using Zip Code correction, address standardization, NCOA data, etc.
  • Subject outside lists to the same hygiene standards as a house list.
  • Provide mechanisms that allow recipients to modify or eliminate direct mail.
  • Utilize predictive models and segmentation.

Participate in Green Marketing Survey

Aberdeen benchmark report “Green Marketing: Leveraging Customer Data to Reduce Environmental Waste.” (Readers are invited to take the 5-minute survey — Green Marketing Survey and, in return, receive a complimentary copy of the final report, when published.)

The goal of the report is to further educate the marketplace about the value of customer data management from a green marketing perspective.

SOURCE: Jeff Zabin is a research fellow at the Aberdeen Group
Multi Channel Merchant



Edited by Carolyn Allen, owner/editor of California Green Solutions
Green Solution Providers
Green companies directory
Submit
your green solutions - business, nonprofit, government program.
It's free.
| green marketing |

Share in Social Media

Sign Up For News & Information
Subscribe to our free solutions newsletter
BONUS DOWNLOAD (PDF)
"Ten+ Tips for Greening Your Office"

SUBSCRIBE HERE
Read prior issues: California GreenLines

Search For Green Solutions

Custom Search
Green Career Center
Green Job Wizard
Career Certifications Directory

green job training certifications
Green Biz Center
Solutions For Green
Directory of Green Companies

Solutions for Alternative Energy

rose in natural systems
Green Living Center
Solutions for Green: Consumers

Solutions for Remodeling

Backyard Nature Center

INSTANT GREEN POLL

"Knowing is not enough; we must apply. Willing is not enough; we must do." Goethe
RECENT ARTICLES
SITE NAVIGATION
ABOUT US

Related Articles

US takes China to WTO court for pushing clean energy too aggressively ... HUH?

Customers Less Tolerant of Employee Rudeness Than Incompetence

Igniting Inspiration in Communication - J Marshall Roberts (5 videos)

Related Green Resources

Marcom Tips
Interactive & Video Tips

Career Resources

We encourage lifelong learning to support sustainable communities and provide these select resources to help you pursue green and sustainable self-development:

Lorman Business Training Directory of On-line Business and Compliance Classes

Green Job Wizard Job and Career Certifications Directory

Job & Career Resources

Governance
Management
Manufacturing
Operations
Facilities
Transportation
Finance
Sales & Marketing
Human Resources

Green Economy

Business Sectors
Natural Resources

Solutions For Green

About Us ~ Privacy Policy
Contact Us ~ Home

Text Link Ads

AD: Place your link here

ABOUT CALIFORNIA GREEN SOLUTIONS

We help you green your career, workplace and community by connecting you to quality green, sustainable and high performance resources. California Green Solutions focuses attention on effective solutions that sustain our natural systems. You can support our editorial work by supporting our advertisers and spreading the word about best practices and green solutions.
California Green Solutions is a publication of Carolyn Allen ~ Copyright ©2006-2030 Carolyn Allen

B2B | Job Certifications | Alternative Energy | Events | Green Directory | LED Lights | Remodeling |
CONSUMERS | Backyard Nature | Senior Health | MultiMedia Marketing | Marketing | Networking Events | Japan |