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Effective data management 'helps cut down waste'
Dec 31 2011, 22:42 PM
Effective data management strategies can help marketers cut down on waste by limiting the number of wasted messages sent out, it has been claimed.
Raz Godelnik, co-founder of Eco-Libris, which promotes the adoption of green practices, said that by conducting data cleansing and managing their customers' addresses and other details effectively companies can ensure they are only sending marketing messages to people they are relevant to.
"[Businesses] have tried to improve their mailing lists to make sure that they send materials to the right people," Mr Godelnik said.
He added that direct marketing will also become increasingly digital in the coming years as companies look to save paper and cut down on their carbon footprint.
"I think what we're seeing now is further progress towards digital mailing [and] digital communication with both consumers and suppliers," he noted.
However, companies may not want to focus solely on digital marketing as AccurateLeads recently stated that people prefer direct mail as it is comfortable and familiar.
Posted by Neil Hill
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