Using email marketing to reach consumers can help growing businesses to reduce their carbon footprints, according to an expert.
Nic Howell, deputy editor at New Media Age magazine, said the format was “the most immediate way” for companies to both cut their direct marketing expenditure and become greener.
He added that many firms are becoming increasingly aware of the importance of improving their green credentials.
“Marketers are responding to consumer awareness to take environmental issues seriously even if that awareness is not always translated into action,” he added.
“I think it’s going hand in hand with a desire for companies to make their marketing budgets go further.”
According to The Search Works, a recent survey sponsored by Eloqua found that 90 per cent of marketers believe they have a responsibility to become greener.
It also found that over 60 per cent respondents feel they are making an effort to move away from offline promotional methods to digital alternatives.
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