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Pas 2020 – Make Sustainable Marketing Your Standard

Martin Doyle April 16th, 2010 Data Governance, Master Data Management

The PAS 2020 standard (commissioned by the Direct Marketing Association) provides businesses with a series of environmental objectives and performance levels which enable them to create and manage an environmentally sustainable direct marketing campaign.

Environmental issues, ultimately relating to climate change and the excessive consumption of non-replaceable resources, are a particularly pressing concern. PAS 2020 will support the DM industry in its aims to manage these environmental impacts.

PAS 2020 focuses on:
a) Specifying the management of a campaign
b) Identifying environmental aspects and specifying associated environmental objectives and environmental performance levels?
c) Specifying environmental performance indicators

What types of direct marketing campaigns are applicable?
a) That use one or more communications channel and that are a one-off or ongoing

Is PAS 2020 applicable to my marketing campaigns?
PAS 2020 is applicable to all businesses who are involved in direct marketing. These include client companies, advertising agencies, printers and mailing houses. The following marketing channels are covered by PAS 2020:

i) Direct mail?
ii) Door to door unaddressed mail
iii) Email marketing
iv) Field marketing
v) Inserts in publications
vi) Mobile marketing
vii) Telemarketing

How can I prove that our company is PAS 2020 compliant?
By completing the applicable assessment

What benefits will I get from PAS 2020 certification?
Gaining PAS 2020 certification will provide your business with valuable commercial benefits and give you a competitive advantage within your marketplace by:

i) Industry-standard proof of environmental credentials for stakeholders?
ii) Increased operational efficiencies through better campaign targeting (personalisation and single customer view
iii) Cost-cutting through reduced wastage (removal of duplicates, gone aways, incorrect addresses etc)
iv) Possible qualification for Royal Mail’s ‘Sustainable Mail’ bulk mailing discount ?v) Guarding against the potential financial impact of forthcoming environmental legislation

How do i obtain a PAS 2020 certification?
By using solutions such as those provided by DQ Global, you can ensure your data is duplicate free, valid and contain all the information required to ensure your intended recipient receives the necessary direct mail. All DMA members are entitled to a complimentary copy of PAS 2020. Non DMA members can purchase the standard for £80 from the BSI’s website: www.bsigroup.com/pas2020


Written by Martin Doyle

Martin is CEO and founder of DQ Global, a Data Quality Software company based in the UK. With an engineering background, Martin previously ran a CRM Software business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.