May You Thrive in Interesting Times - Page 12 of 19

By Greg Cholmondeley

As stated earlier, some business justification for these investments can come from the current environmental focus. Targeted and personalized direct mail, for example, can improve response rates while reducing the waste (paper, printing, shipping fuel, etc.) of broad-spectrum mass mailings. This approach alone, however, will probably not provide a sufficient business case.

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Companies:
Ricoh Corp.

Greg Cholmondeley Author's page

Greg Cholmondeley is president of Cholmonco Inc. Cholmonco is a technology marketing consulting company that researches, analyzes and documents best practices and innovative solutions. Cholmondeley is especially interested in how industry leaders efficiently get work through digital printing and marketing services operations. He has also written two fictional novels. The first is titled “Nakiwulo and the Circle of Shiva” and the second is called “Princess.” You can learn more about his consulting practice and read more of his blogs at www.cholmonco.com. You can discover his books at http://books.cholmonco.com.