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| Qbase UK & Qbase US discuss the different approaches to customer segmentation. We have been offering this service to our customers for the past 18 months and now have 80 per cent making use of it. |
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Can green marketing be achieved?
As the environmental agenda becomes an increasingly important issue to address in all industries, what are the ways in which 'green' marketing can be achieved? Maximising key marketing practices such as e mail marketing can help accomplish more environmentally friendly marketing. Just as maintaining a clean database can help, to ensure old or incorrect contacts are excluded from direct mail campaigns.
However, with databases continuously evolving there is always likely to be returned mail and this is one area which can be easily addressed.
Database management bureau, Qbase has signed up 80 per cent of its clients to its processing and recycling programme to help reduce the marketing industries contribution to landfill.
Recycling service to customers
Qbase recycles hundreds of thousands of tonnes of returned mail which passes through its doors every year.
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With 5.4 billion items of direct mail sent out yearly and every tonne of recycled paper saving approximately 17 trees and 3.3 cubic yards of landfill space, the marketing industry has an ideal opportunity to have a major impact.
Qbase managing director, Ian Johnstone comments:
"We have been offering this service to our customers for the past 18 months and now have 80 per cent making use of it. There are challenges to consider such as delivering five tonnes of catalogue paper every other day to the recycling company, and recycling sensitive materials with personal information however, we have a responsibility to make a contribution to protect the environment so it is more than worth it."
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"When considering catalogues, for example, the paper can take 2-5 months to bio-degrade in landfill while the plastic packaging can take 10-20 years. The marketing industry has a real opportunity to help combat global climate change just by recycling its returns."
Although such recycling processes can be time consuming, it does also offer the opportunity to maintain customer databases at the same time by updating the returns to make sure future waste is reduced.
Qbase has also adopted some other ways to become 'greener' including exchanging its 'gas guzzling' cars for smaller ones and also sending its old computers to the third world.
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 |  | Qbase recommended for ISO 14001
Qbase has been recommended for the brand new BSI British Standard, an international standard that specifies a process for controlling and improving a company's environmental performance
|  | | | Environmental update
Maximising key marketing practises can have a significant impact on the reduction of waste produced by direct marketing companies
| | |  | Download
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We have been offering a recycling service to our customers for the past 18 months and now have 80 per cent making use of it.
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| Tel: +44 (0) 1925 644800 |
© Qbase 2010 |
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