Email and the lean green benefits of online marketing


More companies are looking at ways that will enable them to go green with their marketing efforts. However, their motivation isn’t solely driven by the want to improve the environment. These organization realize that the green movement can be good for business.

From email communications to social media campaigns, the digital channel has made it easier than ever for companies to conduct their business in a more eco-friendly manner. And perks such as the following benefits are what’s driving change for many of those that have decided to sing a new tune:


Reduced resource consumption and waste

The one thing email is almost certain to do for your organization is minimize its reliance on paper, which of course means less paper wasted. Email does not require the paper or ink required by direct mail and other traditional methods. Although you still have to design your campaigns, the overall process tends to move much faster when considering there is no need to print out your materials, stuff it envelopes, and mail it out to contacts. So when looking at this way, email helps reduce waste, while improving overall efficiency in the process.

Email is not the only tactic that can help organizations dramatically cut down on paper consumption and waste. The same goals can be accomplished using a service like Groupon or even the Offer feature on Facebook. These particular tools allow you to create digital coupons customers can use to save money on your products or services. The unique selling point is the ability for these savings to be distributed and redeemed via a mobile device. So although the concept is the same, the digital format means a different, cleaner environmental impact


Significant cost savings

The prices and taxes on resources that have traditionally been used to power business operations are steadily increasing. This has sent numerous organizations scrambling to change their approach to energy consumption and waste disposal. Some are making their moves onsite by doing things such as installing energy efficient florescent lighting systems, creating recycling programs, and encouraging carpooling. Others are leaning on the internet to make an impact because of the cost benefits.

The cost of individual solutions vary, of course, but online marketing in general is very affordable compared to traditional methods. Email literally costs pennies to send per message, while Facebook, Twitter, Google Search, and several other useful tools cost nothing to use. Carefully crafted digital strategies are helping organizations stretch smaller budgets further than what was once possible. Combined with specific green initiatives, the internet’s vast marketing resource can deliver huge savings.


Improved brand reputation

Whether your organization is all about volunteering for a good cause, or selling the most products in your niche, having a reputation management strategy is crucial nowadays. Customers can leave feedback at so many points and things can spiral out of control quickly if you’re not on top of it. But you also have an opportunity to mange your reputation effectively, and once you’ve got a handle on it, you can make efforts to improve it.

More than ever, consumers are conscious about the things they buy, and the impact they make. They’re taking note of what brands are, and are not doing as it relates to their preferences. Execute it just right, and your green initiative can become a powerful marketing tool in and of itself. People love to get to know the businesses they support, and what better way to appeal to their senses than showing you’re backing the same cause they are? A reputation boost, I’m sure, is always a welcomed addition.


A greener path ahead

As the world turns, the green movement will be more about being environmentally responsible by nature rather than cutting back on things in an effort to undo the damage. For businesses, this means making smarter investments in technology for the future. The increased focus on greener applications, greener computing, and greener data centers suggests that the IT sector as a whole could be getting on a path that would please environmentalists.

So what is your company’s position in the green marketing landscape? Is making the transition feasible for your business? A 2010 study showed that more than 80% of adults in the U.S. are some way involved in the purchasing of green products, contributing to a nearly 300 billion market. Could this indicate that you’re missing out on something? It may be time to figure out how you can tune your marketing strategy to run even more efficiently.

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Written by Aidan Hijleh

Aidan Hijleh is an SEO specialist, marketing expert and blogger for Benchmark Email. An accomplished writer and former nonprofit organization liaison, he works with numerous top-tier blogs to deliver valuable intel to the small business owner. Get more from Aidan on Twitter and Google+.

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