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BtoB

DMA asks direct marketers to benchmark green initiatives

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New York—The Direct Marketing Association’s board of directors has passed a resolution calling on its members to consider business practices that deliver environmental benefits.

During the next year, the DMA expects its members to establish internal measurements to benchmark their progress. In June 2008, the DMA Board will set timetables for measuring success and establish target goals for marketers in the following areas: paper procurement and use; list hygiene and data management; mail design and production; packaging; and recycling and pollution reduction.

The DMA outlined 15 specific practices within these areas in its resolution that it said marketers should consider, including keeping mailing lists accurate and up-to-date to reduce waste as well as making more environmentally conscious choices in procuring paper and packaging materials.

—Carol Krol

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