TRADA promotes direct marketing standard

Published:  04 May, 2010

HIGH WYCOMBE: BM TRADA Certification has launched a new scheme under PAS 2020:2009 ‘Direct marketing – Environmental Performance’. It focuses on establishing a set of environmental objectives, performance levels and indicators for the different environmental aspects of a direct mail campaign.

Sales manager Andy Green said: "Although PAS 2020 itself is new, it will quickly become one of the most important certifications affecting businesses which regularly use direct mail to promote their products and services, such as the merchanting sector. No one likes 'junk mail' but PAS 2020 helps companies to ensure that they send a focused message to a focused customer group, avoiding wastage and maximising return on investment."

PAS 2020, he added, can be incorporated into an existing or planned environmental or quality management system. "If you are planning on communicating by post, consider the accuracy of your database. Is the material you’re sending made from recycled or recyclable material or chain of custody-certified material? What processes are used in its printing and packaging?

"By following these procedures, it is possible to produce more targeted campaigns, reducing the cost of marketing to organisations or individuals who are not likely to be interested or just not likely to receive the material."

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