Database: Green Your Data Management
Wal-Mart, L.L.Bean and Best Buy are just a few of the marketers who recognize the dual benefit of helping shareholders achieve their financial objectives while mitigating the impact of their direct mail activities on the environment. These companies don't look at direct mail waste reduction as merely "a feel-good thing" or "a PR thing." Rather, they view it as an area where environmental concerns and shareholder interests coincide and where everybody can win.
Jeff Zabin is a research fellow at Aberdeen Group. His research focuses on data-driven marketing solutions for attracting, retaining and leveraging profitable customers. He has written extensively about the value of customer data in the context of direct mail waste reduction. Other areas of interest include social media monitoring, mobile marketing, customer feedback management and digital signage. Zabin is the co-author of two best-selling business books: "The Seven Steps to Nirvana" and "Precision Marketing." He can be reached at firstname.lastname@example.org or (847) 328-4795.