In an effort to explain to the direct marketing industry how it can benefit from improving its environmental credentials, the DMA has looked at how going green can help to cut costs in its Green Matters publication.

One important way in which marketers can go green and save money is to improve their data quality standards.

Direct mail companies should be able to reduce the amount of “junk mail” being sent to incorrect and out-of-date addresses and reduce their carbon footprint.

Not only does this reduce the environmental impact of the firm, by reducing wasted paper and fuel, there are also noticeable financial gains to be achieved and therefore increased returns on investment.

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