Environmental Planning Tool and Optional Policy & Vision Statement Generator
POSSIBLE INITIATIVES IN SUPPORT OF PRINCIPLE AREAS
I. LIST HYGIENE AND DATA MANAGEMENT
continually endeavors to manage data and lists in an environmentally responsible manner with a focus on reducing the amount of duplicate, unwanted and undeliverable mail [to both consumers and businesses]. To achieve our goals in this area [If applicable to the goals and/or nature of your organization, please select one or more of the following options.]:
A. We Maintain Suppression Lists We maintain in-house do-not-market lists for prospects and customers who do not wish to receive future solicitations from us (as required by DMA's Commitment to Consumer Choice). We maintain a more detailed suppression file that enables customers and prospects to opt off our organization’s marketing lists on a selective basis, such as by frequency or by category. + My Comments
B. We Offer Notice & Choice We provide existing and prospective customers with notice of an opportunity to modify or eliminate future marketing contacts from our organization in every commercial solicitation (as required by DMA's Commitment to Consumer Choice). We provide periodic notices and opportunities for prospects to opt in or opt out of receiving future marketing contacts from our organization. We provide customers incentives (such as the offer of a discount on their next purchase) for notifying us of duplicate mailings and incorrect addresses. We offer customers a choice to receive communications from our organization electronically. + My Comments
C. We Clean Our Lists Prior to Mailing We use the Direct Marketing Association (U.S.) Mail Preference Service (MPS) monthly on all applicable consumer prospecting lists. In addition to use of MPS, we maintain clean, deliverable files by using (Please check all that apply):
D. We Merge/Purge Our Data We match outside lists against each other to prevent duplicates. We use match definitions in merge/purge that minimize duplicates. We match outside lists against other commercially available suppression files where appropriate. + My Comments
E. We Test Market Offers We test a sample of a list before mailing or marketing to the entire list. We test different versions of advertising and marketing offers, in mail and other media, to select those offers and media combinations that receive the best response. + My Comments
For more information, see DMA Environmental Resource Guide, "Mailing List Management: A Key to Waste Reduction," pages 63-70. http://www.the-dma.org/environment/