I don’t want infinite investor minutea on every fund offered by every financial company I do business with. I don’t want spring, summer, fall, and winter mini-catalogs from companies I only purchase from at Christmastime. I don’t want business solicitations from companies I already do business with.
Want to green the planet and save money at the same time? Stop sending irrelevant junk! I’m not talking about purchasing prospect lists and launching into new territory. I’m talking about irresponsible direct mail behavior with the databases and customers you already have. I’ve written about this before from a smart marketing and smart greening perspective. Now I’m writing from a perspective perspective.
Good brief, corporate America. Clean up your databases. Use some basic personalization to send only information relevant to your customers. (Just send me information on MY funds — not the other 563 funds I don’t invest in!) Centralize your customer and marketing databases so you know who your customers are and don’t waste money, trees, and fossil fuels marketing basic services to them.
What volume of carbon emissions could we save if we just cut out all the unnecessary clutter? But the fact is, we produce plumes of greenhouse cases, gulp endless amounts of fossil fuel, and churn up the paper fibers just to deliver unnecessary and irritating mail to millions of people who hate it.
So . . . improve your bottom line. Start targeting and personalizing, at least on a basic level, and do the planet — and me — a huge favor.